Yell launches new outdoor advertising creative - 9 July 2002
Yell, the international directories business, today announced the launch of a new outdoor advertising creative reinforcing the theme of the ‘Think Yellow Pages’ national television campaign that went live in early June.Abbott Mead Vickers BBDO, the creative agency behind the TV campaign, has applied the same simple ‘Think Yellow Pages’ strapline to the new light-hearted creative, which will appear on taxis, posters and bus sides from mid- July. In one execution, a lone bird, straying from a formation of flying birds, has a thought bubble showing the Yellow Pages classification ‘Maps and Charts’. In another creative set in an art gallery, the classifications ‘Skip Hire’ and ‘Banks’ appear above visitors viewing an abstract painting, reflecting the characters’ differing interpretations of the situation.
The new creative aims to strengthen the Yellow Pages brand message across the capital via 50 branded London taxis featuring the ‘Think Yellow Pages’ strapline on the exterior and interior flip seats. In addition, the taxis will feature four different thought bubbles positioned on the exterior side panels. One side for example, will display the Yellow Pages classification ‘Counselling and Advice’ under the driver window and ‘Driving Schools’ under the passenger window – an illustration of what each person may be thinking.
To communicate with a wider audience the two creatives, ‘Birds’ and ‘Gallery’, will appear on 45 separate 48-sheet poster sites across the UK including Birmingham, Glasgow, Leeds, Southampton and Manchester. The advertisements will also appear on 18 bus sides in Reading, the location of Yell’s headquarters.
Richard Duggleby, head of external relations at Yell, said: “The new advertising creative aims to increase usage of Yellow Pages in a simple but humorous way, by encouraging consumers to keep the product in mind when looking for goods and services.”
