Category: Ambient Media (Large Scale)
Advertiser: PAGESJAUNES
Product/Service: DIRECTORY
Agency: BETC
Executive Creative Director: Stéphane Xiberras (BETC)
Creative Director: Jacques Jolly (BETC)
Art Director: Flavie Macaigne/Marc Le Sea'ch (BETC)
Copywriter: Morgan Sommet (BETC)
Photographer: Olivier Amsellem
Art Buyer: Marie Dathanat (BETC)
TV Producer: Annick Audoux (BETC)
Media placement: Outdoor ambient - Bus shelters - 15/04/2011
Describe the brief/objective of the direct campaign.
In France, Yellow Pages is the main provider of local information on the Internet through its website and its mobile application. But the brand image is still strongly associated with the old paper directory.
The direct campaign's objectives were to reveal the brand’s digital reality and to allow people to experience it through the mobile application. The aim was to reach either new customers who don't use Yellow Pages digital services or existing customers who still think Yellow Pages is only a paper phone book.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To reveal the brand’s digital reality, we choose to show the main digital service of the Yellow Pages mobile application: geo-located information. And to demonstrate concretely its power and efficiency, we did real geo-located outdoor prints by using a fake optical illusion.
We took photos on the streets behind the poster to create a transparency effect, and we put real information (customers reviews, precise way to the spot, timetable...) about the businesses around these posters.
Two goals: increase mobile application downloads and change brand perception
Explain why the creative execution was relevant to the product or service.
This idea allows us to make the brand’s evolution a reality for existing and new customers.
The gap between Yellow Pages digital reality and people’s perception was so huge that we need to be didactic by suggesting an empirical brand experience.
We made an original demonstration using geo-located informations on different and specific posters in Paris and Cannes in the summer. The campaign encouraged people to download the application to make their own brand experience, immediately in front of the posters or at a specific moment they need the information around them.
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.
This operation managed to get a lot of attention in the media and on blogs.
It helped the Yellow Pages mobile app to reach the top 3 most downloaded apps in the country. And it helped to change the brand’s perception, turning the old paper directory into one of the top digital brands.