Yellow Pages When billboards come alive

http://www.business-garden.com http://www.marketing-paradise.com http://www.video-sphere.com Released: May 2008 Avertiser: YELLOW PAGES (Tag) Agency: SHALMOR AVNON AMICHAY/Y&R (Tag) Country: ISRAEL (Tag) Category: Publications & media (Tag) THE CHALLENGE The objective was to turn Yellow Pages' Internet site (d.co.il) to the web's number 1 solution for finding businesses. THE CREATIVE SOLUTION – AN INNOVATIVE MEDIA STRATEGY To do this, we developed a unique media strategy: We decided to turn the whole city into a live demonstration of search categories, creatively bringing them to life. In order to achieve such a surprising effect so many times in a row, we had to break the boundaries of outdoor media.So we created an innovative customized solution, for every billboard and poster. Each piece of work highlighted the features of specific search categories in an outstanding creative way. For “Chiropractors” we innovated the standard bus-stop media and hung posters on the ceiling of bus stops For "Pizzerias" we built a triangular billboard, shaped like a pizza slice For "Electricians" we created a billboard with real electricity problems. etc. THE RESULT The campaign, which had many different executions, immediately became the talk of the town! It generated a 40% increase in unique users. The Yellow Pages website was selected as one of the top 10 websites in Israel! CREDITS Title: When billboards come alive Client: Israel Yellow Pages Client Contact Name: Alon Raz VP Marketing, Anat Gissin Marketing Manager Agency: Shalmor Avnon Amichay / Young & Rubicam, Tel Aviv Creatives: Chief Creative Officer – Gideon Amichay Creative Director – Tzur Golan Group Creative Director – Yariv Twig Copywriter – Eyal Padan & Geva Kochva Art Director – Shirley Bahar & Asaf Covo Account Director – Adam Avnon Account Manager – Keren Hershkovitz Strategic Director – Noam Manella Planner – Hilla Tamir