Yell rolls out the 'people behind the numbers' for new Yellow Pages B2B campaign - 23 July 2007
Yell, the international directories business, today launches new B2B advertising for Yellow Pages as part of its ‘people behind the numbers’ campaign.The new creative, developed by Mother, builds on the hugely successful below-the-line activity, developed by Proximity London, which has seen an impressive 300%* increase in leads generated for Yellow Pages.
The new B2B campaign, targets potential advertisers by shining a spotlight on existing advertisers and the role Yellow Pages plays in helping them market their business and generate direct sales leads.
The real advertisers featured in the new executions include a carpenter based in Basingstoke, and a tyre fitter from Peterborough. All those featured have been photographed going about their business, at their place of work.
The campaign will kick off with outdoor poster advertising in 14 locations across the country from 30th July. Media planning and buying is handled by PHD.
Catherine Kehoe, advertiser director for Yell UK, said: "We have had a fantastic response to the first stage of our B2B campaign and are looking to build on this with these new ads. Championing existing advertisers in this way allows us to demonstrate that Yellow Pages remains at the heart of modern UK life and consistently drives business leads."
'The people behind the numbers' campaign for Yellow Pages, which launched back in March, signalled a significant shift in brand positioning by championing real people at work to demonstrating the breadth and depth of skills, trades and services provided by its advertisers.
*BPH 2006-07 and internal statistics.
