Yell Launches First Integrated Through-the-line Campaign

Yell.com has launched a multi-million pound campaign in partnership with AKQA. The local search engine awarded AKQA the business in May, giving it responsibility for digital, outdoor, TV sponsorship and cinema advertising. "Local knowledge" is the core theme of the six-month campaign introducing Yell.com's new strapline "Results for real life".

The new campaign emphasizes Yell.com's product benefits through real-life scenarios showing a useful advantage to locals and visitors alike. The campaign incorporates location-based digital outdoor concepts, online ads, posters, TV sponsorship and cinema.



Bus Shelters with Local Knowledge
Digital 6-sheets on bus shelters include interactive screens highlighting local shops, restaurants and bars. Each execution is bespoke to the location and pedestrians can interact with the poster to reveal a local map showing the shops, restaurants and bars within walking distance, or a simple bus journey away.

Transvision screens at high-traffic railway stations nationwide such as King's Cross, Edinburgh Waverly and Manchester Piccadilly feature CCTV style videos and broadcast everyday situations on the concourse such as needing directions to a hotel, finding a gym or somewhere to celebrate with friends. These stories emphasize how Yell.com helps you find what you need where you need it.

Intelligent Buses
Accomplishing an industry-first, LED bus supersides equipped with GPS tracking display geographically targeted ads highlighting local businesses. Yell.com has retained a fleet of 25 buses that will carry messages that change to match the locality as the bus travels within specific areas of Central London

Search Yell.com within Online Ads
The launch is supported by online advertising running on local sites nationwide such as This Is London, Manchester Online and Newcastle.com where rich media advertisements demonstrate Yell.com's local knowledge and allow readers to search Yell.com directly through the online placements. Placements on high traffic sites use real life footage to show the benefits of Yell.com

TV Sponsorship and Cinema to Launch
Media channels new to Yell.com including television idents and cinema advertising will launch in September and October respectively providing a strong national backbone to the campaign.

"Taking the simple proposition that Yell.com gives you results for real life and using media channels that allow us to target messages geographically the advertising effectively demonstrates Yell.com's local expertise and the breadth of information the site offers." said Barbara Newman, Yell.com's Head of Communications and Brand Development. "Through the campaign we can demonstrate how Yell.com helps find what you want wherever you want."

Frank Pedersen, Group Account Director at AKQA says: "Using digital outdoor technologies creates relevancy and understanding of the Yell.com experience. They are taking advantage of these technologies to make advertising not just relevant but useful."

About AKQA
A recognised pioneer and innovator, AKQA provides ideas, insights, customer relationship marketing and e-commerce solutions to the world's leading brands. An independent agency AKQA has offices in London, San Francisco, New York, Washington DC and Singapore.

AKQA: http://www.dexigner.com/directory/detail/5015.html

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