Talking Pages. We're talking solutions - 1 March 1999
Talking Pages has launched a new nation-wide advertising campaign - the first since it appointed Partners BDDH as its advertising agency in May. Part of the Yellow Pages Group, Talking Pages’ campaign follows an in-depth review of its advertising and promotional strategy.The Talking Pages freefone number 0800 600 900 gives callers easy access to thousands of products and services throughout the country.
The campaign targets 18 to 34-year-olds concentrating on the UK conurbation’s, using national and regional radio, lifestyle press plus further promotions planned for later this year.
The media surrounding the target age group will carry the message “We’re Talking Solutions”, promoting the use of the service. The campaign is designed to raise the profile of the Talking Pages number fitting-in with the strategy of increasing awareness of the service thereby driving-up the level of call volumes.
Edwin Starr, the Motown singer has recorded a version of the Wilson Picket hit “634-5789” for the radio ads reworking the lyrics to incorporate the Talking Pages’ name, number and a description of the service. The new ads are being broadcast by Virgin nationally and also being played on eight regional FM radio stations until the end of March 1999.
“The original song was a hit for Wilson Picket and it adapts wonderfully to the Talking Pages message. We’re delighted with the campaign and have plans for further promotional activity later in the year,” explained Alan Doyle, Yellow Pages’ Marketing Communications Manager. “
This is not the first time Yellow Pages have used classic music tracks to promote its products. In the past Yellow Pages has featured tracks such as “Days” by The Kinks and “Baby I Love You” by The Ramones in TV commercials.
Edwin Starr is still going strong after more than 40 years in the music business and is currently on a UK and European tour. He is “extremely pleased” with the recording and says it is a very clever idea. “It’s a lot to do with the nostalgia factor. Those old soul records have really stood the test of time and many have become modern-day hits,” he added.
Annick Cusnir of Partners BDDH said: “It’s great when a pitch-winning creative idea comes to fruition. We’re sure that the Talking Pages number is going to be one of the most memorable in Britain very soon.”
Steve Levine was the music producer behind the new ad supported by production company Blaze Music. The ads were recorded at RAK Studios, London with Edwin Starr and his band. They were devised by Tony Bradbourne, David McGullough and John Dean of Partners BDDH.
