Category: Best Consumer Engagement
Advertiser: SENSIS
Product/Service: YELLOW PAGES
Agency: CLEMENGER BBDO MELBOURNE
Media Agency: OMD, Melbourne, AUSTRALIA
Account Management Team: Chris Howatson/Steph Drucker (Clemenger BBDO)
Creative Chairman: James Mcgrath (Clemenger BBDO)
Copywriter: Ben Keenan (Clemenger BBDO)
Art Director: Quenton Milller (Clemenger BBDO)
Creative Directors: Tom Martin/Julian Schreiber (Clemenger BBDO)
Senior Interactive Designer: Michael Beech (Clemenger BBDO)
Senior Interactive Producer: Felizia Harder (Clemenger BBDO)
Technical Director: Daniel Zabinskas (Clemenger BBDO)
Senior Interactive Developer: Ilia Mogilevsky/Anthony Smith (Clemenger BBDO)
Test Lead: Jeremy Mcmillan (Clemenger BBDO)
Chris Kerr: Head Of Digital Production (Clemenger BBDO)
Media placement: WEBSITE - Channel TEN’s, ‘The Renovators’ website - 5TH AUGUST
Insights, Strategy & the Idea
Reinvigorate a brand perceived as outdated and demonstrate that Yellow Pages is still the best way to source local businesses for any home project.
Renovators who were watching DIY reality TV programs, house proud Australians keen to get inspiration for their next project. In the past they used Yellow Pages. However since the rise of the internet they find the help they need through search engines such as Google - leaving Yellow Pages behind.
The only way to overcome the perception that Yellow Pages was no longer useful was to create a medium that would actually have people using Yellow Pages before they even considered searching.
Online catch-up TV episodes were screened through the Renovision interface, displayed the businesses around you could help you do exactly what they were doing at the show in real time. The viewer received highly relevant Yellow Pages search results before they even started searching.
Creative Execution
Using media sponsorship of DIY show in a completely new way, we developed a web application that turns watching online TV into a whole new way of using the Yellow Pages : Yellow Pages Renovision.
Yellow Pages Renovision seamlessly combines traditional Yellow Pages results with one of the newest forms of media, online catch up TV. It takes localised Yellow Pages data and applies it at the precise relevant moment of online catch up TV episodes, so people are exposed the search results at the exact moment they’re inspired.
Results and Effectiveness
Between 5 August, until the 13th October 2011 this unique advertising medium showcased a staggering 1,026,063 local and highly relevant Yellow Pages businesses listing to viewers Australia-wide,- Seen by the exact audience that would be interested in their services, at the exact time they would be considering how they would embark on a project.
Renovision exceeded all business case objectives across all key measures. All data reported by external third party – AQX (DEC 2011).
1,026,063 business showcased in an entirely new medium.
Consideration of Yellow Pages as “innovative” went up 88%
Consideration of Yellow Pages as “modern” went up 33%
intention to use Yellow Pages up 50% for mobile, up 67% for android platforms.