Your search is over - first integrated campaign launched by Yell.com - 27 February 2006
Yell.com has launched its first integrated marketing campaign designed to further raise awareness of the site and to emphasise its effectiveness for local search.The campaign uses a through-the-line marketing approach combining a heavyweight outdoor presence with a parallel interactive online campaign, communicating that with Yell.com you can get exactly what you want, exactly where you want it. It launched on February 27.
The print campaign, created by AMV BBDO, is targeted at urban centres including London, Birmingham and Manchester with work appearing on posters, taxis and building banners - including one that covers the side of the Birmingham town hall. The campaign will also appear on buses, taxi receipts and transport media such as tube cards and escalator panels.
It takes pictures of arrows that you see in everyday life and relates them to the features of Yell.com. The ads show that Yell.com can help find whatever you are looking for, as well as highlighting its added extras such as the nearest car park, a map or directions. Executions include a picture of arrows on a signpost in the heart of the countryside and an arrow in neon lights outside a nightclub indicating a link to the Yell.com site.
Humorous radio iterations highlight several of the benefits of the site, with the message that you get so much more with Yell.com.
The online creative has been developed by AKQA incorporating 15 digital ads designed to emphasise Yell.com extra features – the maps, directions, car park finder and keyword search.
Targeted media placements on portals, football club sites and match listings are used - each of which allows the target audience to benefit from the additional features the site offers.
For instance, a Manchester United fan accessing the club’s home page to view the away match listings will be able to use Yell.com to find pubs, meeting points and car parks in Highbury for the next away game with Arsenal.
The creative for the campaign has been designed to connect with the audience by using imagery and language to appeal to the target sector; from team strips and motifs for the football fans to champagne bubbles and flutes for bar regulars.
The campaign directly encourages the user to experience the core features of Yell.com by using interactive applications and tools that get people using Yell.com immediately from the site they’re browsing rather than having to click through.
Barbara Newman, communication and brand development manager at Yell.com, said: “As Yell.com’s first major through the line campaign, we wanted to underline its effectiveness for local search and the distinctiveness of its added features which help make a search on Yell.com so effective.
“In terms of differentiating between the print and online campaigns we focused on the role of each medium and different ways in which our audience consumes each one used. The digital element of the campaign, for instance, brings the site features and benefits to life and encourages the audience to interact with Yell.com.”
