Yellow Pages: Hidden Pizza Restaurant
Agency: Clemenger BBDO MelbourneClient: SensisProduct: Yellow Pages (Advertiser)
Objectives
Yellow Pages as a directory (not just a print medium) enjoys usage from over 4.5 million Australians a week1 and having just signed a distribution deal with Google, boasts the largest digital reach of any Australian directory or marketing services brand. As the business data returned in Google searches is actually Yellow Pages' data, advertisers in Yellow Pages are still found in Google organic listings.
These strategic advantages clearly evidenced that our challenge was one of brand perception, not...