Yell launches new £3 million ‘Think Yellow Pages’ TV advertising campaign - 27 May 2002
Yell, the international directories business, launches a new TV advertising campaign on Sunday 2nd June, to raise awareness of the Yellow Pages and Yell.com brands. The creative will promote a new, simple ‘Think Yellow Pages’ or ‘Think Yell.com’ message to encourage consumers to keep Yellow Pages and Yell.com in mind when requiring a directory service.The new TV advertising will feature a number of humourous executions, based on credible, every day situations or emotions. The scenarios, from a father changing a baby’s nappy to two men enjoying a summer barbeque, continue the successful theme of Yell’s 2001 ‘Bagel’ and ‘House’ TV advertising. Thought bubbles, featuring different Yellow Pages classifications, humourously reflect the characters’ interpretation of the situation. For example the ‘Baby’ advertisement depicts a new father struggling to put a nappy on his wriggling baby, he thinks ‘Damp Proofing’ whilst the baby thinks ‘Adoption Services’.
The new nation-wide TV campaign, created by Abbott Mead Vickers BBDO, adopts a new format of 10 and 20 second executions, moving away from previous 50 second bursts. The deployment of shorter time lengths produces punchy executions with a very modern feel. This provides consumers with more frequent reminders of the advertising, over longer periods of time, and introduces a wider range of possible Yellow Pages and Yell.com uses.
The campaign will commence in early June on ITV, Channel 4, Channel 5 and satellite television, with a £3 million spend. The first burst of 10 and 20 second advertisements will run in June and July, with most of the air-time focusing on Yellow Pages. A second burst of TV advertising is scheduled for the autumn.
John Condron, chief executive of Yell, said: "We are very excited by this new campaign. Our aim is for consumers to engage with the advertisements and to encourage them to think of Yellow Pages or Yell.com whenever they need
to solve a problem. Our new strategy adds a fresh dimension to our brand advertising whilst building on the themes of our successful ‘House’ and ‘Bagel’ campaigns."
