Yellow Pages/ YP: Loation Based Banner

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: YELLOW PAGES
Product/Service: AUGMENTED REALITY SMART PHONE APP.
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Sep 16 2010
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://yri.co.il/cannes/2011/yp_lbb/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Director: Roy Cohen, Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Tom Dolinger (Shalmor Avnon Amichay / Y&R Interactive)
Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive)
Designers: Roman Rozanov/Noam Beeri (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Dikla Tzemach/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Daphna Tsror/Aileen Tito/Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
Programming: (Tapuz)
Media placement: Internet - Tapuz - 17 September 2010
Describe the brief/objective of the direct campaign.
To promote Yellow Pages AR location based app. And connect the brand to a younger audience.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a banner that does exactly the same as the app: Open the webcam and see all the businesses around you, wave your hand to change businesses. Click on a business to get to its Yellow Pages listing.
Explain why the creative execution was relevant to the product or service.
Yellow Pages wanted a younger audience to know that it is up-to-date with the technological era and offers user friendly interfaces and services. We created a "techy" banner that speaks to a young audience and will catch their curiosity and attention.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
363,964 clicks on the banners. 65,000 app downloads. +28% increase in traffic to Yellow Pages site ("Location Based Banner" was part of a larger campaign)