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WHAT WE DO HASN’T CHANGED, JUST THE WAY WE DO IT
The Brief
As the physical Yellow Pages was going into its final print run, we were tasked with relaunching Yell as a digital brand.
The Truth
What Yell do hasn’t changed in over 50 years, just the way they do it. They still connect local businesses to consumers.
The Idea
We brought Yell’s iconic ‘walking fingers’ to life as an animated character called ‘Hartley’. We showed him transforming the physical Yellow Pages into a digital device and becoming a helping hand for SMEs digital marketing needs. The campaign ran digitally across YouTube, Facebook, Snapchat and Instagram.
Results
The campaign generated a staggering Advertising Value Equivalency of £10.5 million, of which 81% of coverage was very positive, 11% positive and 8% neutral.
Results in numbers:
- AVE of £10.5 million
- 81% very positive and 11% positive coverage
- 610 broadcast mentions on TV and radio
- 368 articles in national, regional and SMB media
- 100% increase in sales within the first week
