Yellow Pages: Hidden Pizza Restaurant
Agency: Clemenger BBDO Melbourne
Product: Yellow Pages (Advertiser)
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 performance.
The prevailing negative advertiser perceptions were the consequence of two major drivers.
We were to blame for the first driver. After decades of selling the print medium, our sales force continued to disproportionately focus on print, and consequentially under-represented the digital medium – radically affecting audience perception.