Super heroes to the rescue as Yell.com packs a ker pow!! with new online advertising campaign - 9 July 2004
Yell.com, the UK’s leading online advertising medium for UK businesses, today announced the launch of a bold new ‘Super Hero’ comic book style advertising campaign to KA-BOOM user traffic to the site.Inspiration for the bold, fresh creative is based on selected services available through Yell.com – such as florists, couriers and kebab shops. ‘Super Heroes’ have been used to represent a particular service, for example the invincible ‘Super Florist’, or the cool ‘Super Fly Karaoke Guy’.
The powerful campaign aims to support Yell.com’s continued leadership position of the local search market in the UK, taking the message to users that Yell.com is far more than a traditional directory based search tool.
The Super Heroes will ZOOM! into action on July 12 when the first five week advertising campaign launches on leading online sites.
To achieve POWW!erful content and deliver high level cut through, the formats will include new ‘mega-banners’ and ‘margin skyscrapers’, providing a poster style presence. This will be further strengthened by guaranteed homepage presence and even a homepage takeover, allowing the incorporation of the signature Yell.com yellow and black.
A targeted media schedule has been developed including high volume traffic sites such as Yahoo, Ask Jeeves, MSN, Channel 4 and Big Brother, in addition to online services such as Trainline, Mean Fiddler and TicketMaster. This will not only ensure broad reach but also increase relevance for the user, for example booking a cab for after a concert.
Digital agency i-level was responsible for the media strategy and buying with AKQA steering the creative elements.
John Hayward, head of consumer communications, Yell, said: “We are very excited about the ‘Super Hero’ campaign as conceptually it is a very different approach to the traditional Yell.com advertising, bringing an element of tongue in cheek fun. Just like our Super Heroes, Yell.com’s aim is to target users when they need us most, which we have reflected in both the creative and the media buying schedule, targeting a broad range of sites to increase both visibility and accessibility. ”
-That’s all folks-
