Yell.com launches Online marketing campaign with AKQA - 24 June 2003
Yell.com, the UK’s leading online classified directory service, today announced the launch of a new online marketing campaign and the appointment of AKQA as its digital creative agency. Following a successful trial, Yell.com has taken on AKQA in a year-long contract to boost awareness amongst its key audiences and to further increase its already strong user base.The new marketing campaign will target a network of strategic web sites. AKQA will maximise the impact of the campaign by employing a wide range of creative executions and online ad formats. Banners with search functionality, interactive drop-down banners, skyscrapers and TangoZebra Overlayz, as well as standard banners and buttons, will appear across the targeted sites. Digital agency i-level keeps responsibility for media strategy and buying.
The roll out campaign follows the successful development and implementation of a trial UK campaign for Yell.com from mid-March to the end of April across sites such as MSN, Virgin.net, Handbag.com, Google and Ticketmaster. This period was used to test ad formats, creative executions and media placement proposed for 2003/04 activity. The trial promotion featured the strap line “Yell.com – for UK shops and services”, which will now also headline in the full year-long campaign.
John Hayward, head of consumer communications, Yell, said: “We’ve had a very successful trial period and are looking forward to embarking on this new campaign. We feel the creative elements of the campaign will help successfully position Yell.com as the first port of call for anyone searching online for UK business information.”
Ajaz Ahmed, chairman of AKQA, said: “ We’re pleased to have been appointed on a long-term basis by Yell.com. The performance of the initial test campaign proves that digital media has an important role to play in the acquisition of new customers. We’re excited about this forthcoming campaign and feel we can support the company’s business objectives and further raise www.yell.com’s profile.”
