New multi-million pound brand campaign for Yell.com - 19 August 2008
Yell, the international directories business, is launching a new multi-million pound advertising campaign for Yell.com, the online service from Yellow Pages.The campaign, ‘Party Planner’, is the first stand-alone TV campaign for the online service and illustrates in an entertaining way how Yell.com can find a supplier to solve every problem, no matter how outlandish the request.
Developed by Mother, the new ad campaign aims to demonstrate the breadth and depth of businesses available on Yell.com. It breaks on August 20 and is designed to raise the profile of Yell.com to new heights.
The creative execution is based around the experiences of party planner extraordinaire, Fresno (Normski), and his long-suffering, super-efficient assistant, Carrie (Catherine Bailey). The television campaign runs for several episodes and follows the preparations for one particular party – a special celebration for Surrey schoolboy Marcus (Max Gill).
Fresno regularly promises the incredible - from gold tanks and rapping horses, to yachts in land-locked Surrey. Carrie is confident that no matter how outrageous the idea posed to her, Yell.com can find an answer and turn Fresno’s dreams into reality.
‘Party Planner’ is a multi-million advertising campaign with around one third of the total spend dedicated to national and multichannel TV. A further third will be used for various online formats including video-on-demand, SEM and affiliate deals, with different creatives showcasing a range of business and services. The remainder is spread between other media channels including radio sponsorship of the Big City Network. The overall campaign runs until the end of the financial year (March 2009) and is Yell’s second campaign developed by Mother, appointed in November 2006.
Helen Stevenson, Yell’s chief marketing officer in the UK, said: “We’re really excited about bringing Yell.com to TV in its first stand-alone ad campaign. Yell.com offers a quick and easy way for people across the UK to find all kinds of activities, services, businesses and shops and the creative brings this to life in a light-hearted and energetic way.”
Alnoor Ladha, senior strategist at Mother, said: "We wanted to create a campaign to show the core strength of Yell.com – finding businesses and services. By creating the characters of Fresno and Carrie - party planners to the rich and famous - we are able to engage and entertain a contemporary audience.
“The rise of the super-rich within the UK is a recent trend that fascinates the nation. We felt this would be an intriguing and fun world for Yell.com to exist within, where the brand can really demonstrate the full range of its capabilities in entertaining, clever and diverse ways.”
The campaign is directed by award-winning American advertising director Bryan Buckley, notably known for the Orange ‘Gold Spot’ cinema adverts, the American Express commercial ‘Animals’ featuring Ellen DeGeneres and Budweiser spot ‘Endorsement’ featuring Will Ferrell during this year’s Super Bowl.
It breaks in a 40 second slot during the first half-time ad break (20:45hrs) of the England vs. Czech Republic football match on Setanta Sports. Following this Fresno and co. will appear across terrestrial and multichannel TV in a mixture of 40, 30 and 10 second slots.
PHD was responsible for the media planning and buying for the campaign.
The Yell family-wide ‘walking fingers’ logo and individual product logos have also been refreshed to co-incide with the launch of the television advertisements.
For further information about this press release, please contact the Yell Press Office.
About Yell
Yell
Yell is a leading international directories business operating in classified advertising markets in the UK, US, Spain and Latin America through printed, online and telephone-based media. Yell’s principal brands include: in the UK, Yellow Pages, Yell.com and Yellow Pages 118 24 7; in the US, Yellow Book and Yellowbook.com; and in Spain, Paginas Amarillas and PaginasAmarillas.es. All these brands are trademarks.
Yell.com
Launched in 1996, Yell.com is a leading local search engine and major online advertising medium for UK businesses. Yell.com provides users with a direct route to finding a business or service online using keyword, type of business, or company name and location as search criteria. Users can review relevant search results and quickly determine the right business for their needs.
Yell.com’s database of over two million UK business listings including 209,000 searchable advertisers (March 2008) can be accessed via the web site (www.yell.com) and mobile channels including JAVA™ and WAP services. www.yell.com provides several useful features such as zoom-enabled maps with directions, closest car parks and a personal Yell.com address book facility to keep a record of regularly used businesses.
Yell's online image library, containing product shots and logos can be found at: www.yellgroup.com/images
About Bryan Buckley
Brian Buckley, a well-known award-winning American director, directed the campaign.
Most recently, Buckley received an Emmy Award for his direction of the American Express commercial ‘Animals’ featuring Ellen DeGeneres. Meanwhile his Budweiser spot ‘Endorsement’ featuring Will Ferrell was the commercial which achieved most viral spread after this year’s Super Bowl, with over half a million views on YouTube. He has also directed the Orange ‘Gold Spot’ cinema advertisements.
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