New multi million pound brand campaign for Yellow Pages and 118 24 7 champions the 'People Behind the Numbers' - 14 March 2007
Yell, the international directories business, today launches a new multi million pound advertising campaign for the Yellow Pages brand that showcases its advertisers for the first time.The fully integrated campaign for Yellow Pages and 118 24 7, which goes live on March 15, signals a significant shift in brand positioning by focusing the spotlight on real people at work. The aim is to demonstrate the breadth and depth of skills, trades and services provided by its advertisers.
The approach is a major departure from previous personality or character-led advertising campaigns that have traditionally focused on one business classification and emphasised the benefit to consumers from using Yellow Pages as the answer to a problem or need.
It is the first campaign developed by Mother, who Yell appointed in November 2006.
Encapsulated by the tagline ‘The People Behind the Numbers’, the campaign supports a new brand mission to champion and celebrate the enterprising people whose skills, ingenuity and passion make up businesses, both big and small, across the UK.
The real people featured in the advertising range from a plasterer in Edinburgh, to a roofer in Newcastle and a cake maker in London. All those featured have been filmed and photographed going about their everyday business.
Cut together in a montage, the advertisers will then be celebrated in ‘The Ode’ – a poem specially-crafted as a TV and radio voice-over and read out by Barry Marsh from Abbey Pest Control, Greyabbey, Northern Ireland. The poem highlights the hard work, dedication and exceptional customer service at the heart of today’s enterprising people and successful businesses.
The new brand positioning and supporting campaign build on the modernity and relevance of Yellow Pages and aim to maintain the directory, which has been part of everyday life in the UK for 40 years and is an acknowledged Superbrand, as the number one place consumers turn to for goods and services. The campaign will also aim to drive further awareness of the award winning 118 24 7 service through emphasising its quality and breadth, particularly of its classified directory offering.
Helen Stevenson, Yell’s chief marketing officer in the UK, said: “Yell is in the business of connecting consumers with businesses, services and trades people. By shining a spotlight on the wealth of personalities and characters within our directories and database – the ‘People Behind the Numbers’ - we’re ensuring the book is at the heart of modern UK life and remains relevant to today’s consumers, giving them a reason to turn to the Yellow Pages brand again and again.
“This campaign captures the enterprising spirit driving our advertisers and we’re confident we’ll see a tangible, positive impact on the brand following this completely fresh, integrated approach.”
The campaign, which was created by Mother, has been given a cutting edge treatment by renowned director Nick Gordon, whose previous work includes music videos for artists such as Supergrass and Placebo, while the photography for the posters is the work of award-winning photographers Adam Broomberg and Oliver Chanarin.
Steve Hopkins, a strategist at Mother, said: "Yellow Pages is an iconic brand that is poised for the next stage in its evolution. The brand embodies the spirit of human enterprise, and it is this truth that sits at the heart of the new campaign."
Consumers will first have sight of the new brand positioning in 60 second TV advertisements across the UK at 9pm on March 15. On the same day, the radio campaign will launch with a mixture of 60 and 40 second advertisements. A London poster campaign will begin across the Underground network on March 26. PHD was responsible for the media planning and buying for the campaign.
In line with the new modern and fresh approach, a new typeface will be introduced and the Yellow Pages and 118 24 7 ‘walking fingers’ logo has also been refreshed.
The new campaign does not cover Yell.com, whose advertising account is handled by AKQA.
