Yellow Pages – Talking Pages

Campaign in 1999 for Yellow Pages: Talking Pages. Objective: increase number of calls by selling the telephone number.
Author: James Champ

Yellow Pages: Talking Pages

THE ADVERTISING BRIEF

Increase the number of calls to the service.

Talking Pages is a national 24hour telephone information service operating on the Freefone number 0800 600 900. The service consists of a database of paid advertisers and the Yellow Pages free entry database. A caller will ask for, say, a French restaurant in West London, and will be offered information on up to three restaurants.

Although Talking Pages' revenue comes from advertisers calls are vital, for what business will advertise in an information service which nobody uses? More calls mean a...

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