AKQA campaign is 'One in a Million' for Yell.com - 5 June 2007
International directories business Yell today launched a new integrated advertising campaign for Yell.com. Entitled ‘Your One in a Million’, the campaign, created by AKQA, focuses on the quality of search results Yell.com provides. This is the second integrated campaign AKQA has launched for Yell.com.Digital and outdoor activity kicked off on 4 June with radio and ambient adding weight to the campaign from mid-June. The campaign communicates how Yell.com is the best way to easily locate businesses, products and services throughout the UK.
Focusing on the stories behind the search results, the copy-based advertising shows how behind many Yell.com searches is a ‘One in a Million’ supplier who makes dreams come true. For example, a search for ‘a bouncy castle in Birmingham,’ could actually provide something really special such as ‘Lots of fun for my daughter on her fifth birthday’.
The campaign, designed to reach Yell.com’s core audience of office workers, launches with an impactful two week 48-sheet poster programme including roadside, adrail, London Underground and London backlit posters. In addition digital London Underground advertising will run at four sites.
Online, the campaign runs over seven weeks using over 30 mass broadcast and niche point of need planning websites, using a range of standard banner, skyscraper and rich media advertising formats, including site takeovers and a three month Virgin FM online Rock Pilgrimage sponsorship.
A four week radio presence (week-on-week-off) with 30” national radio slots will kick off on 11th June. Finally, ambient advertising will appear on sandwich bags, coffee sleeves and water cooler cups.
Barbara Newman, head of communications and brand development for Yell.com, commented, “We have been delighted with the success of AKQA’s award-winning work for Yell.com over the last year. This latest campaign further demonstrates Yell.com’s commitment to meeting individual needs by delivering accurate and relevant search results.”
"Yell.com is the first choice for those who need quick and accurate results,” said Jim Moffatt from AKQA. “The campaign focuses on real-life scenarios to illustrate the effectiveness of Yell.com’s search capabilities.”
Media planning and buying is by PHD.
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