Yellow Pages: When billboards come alive

Credits:

THE CHALLENGE
The objective was to turn Yellow Pages' Internet site (d.co.il)
to the web's number 1 solution for finding businesses.

THE CREATIVE SOLUTION – AN INNOVATIVE MEDIA STRATEGY
To do this, we developed a unique media strategy: We decided to turn the whole city into a live demonstration of search categories, creatively bringing them to life.

In order to achieve such a surprising effect so many times in a row, we had to break the boundaries of outdoor media.So we created an innovative customized solution, for every billboard and poster.
Each piece of work highlighted the features of specific search categories in an outstanding creative way.

For “Chiropractors” we innovated the standard bus-stop media and hung posters on the ceiling of bus stops
For "Pizzerias" we built a triangular billboard, shaped like a pizza slice

For "Electricians" we created a billboard with real electricity problems.

etc.

THE RESULT
The campaign, which had many different executions, immediately became the talk of the town!
It generated a 40% increase in unique users.
The Yellow Pages website was selected as one of the top 10 websites in Israel!



CREDITS
Title: When billboards come alive
Client: Israel Yellow Pages
Client Contact Name: Alon Raz VP Marketing, Anat Gissin Marketing Manager

Agency: Shalmor Avnon Amichay / Young & Rubicam, Tel Aviv
Creatives:
Chief Creative Officer – Gideon Amichay
Creative Director – Tzur Golan
Group Creative Director – Yariv Twig
Copywriter – Eyal Padan & Geva Kochva
Art Director – Shirley Bahar & Asaf Covo
Account Director – Adam Avnon
Account Manager – Keren Hershkovitz
Strategic Director – Noam Manella
Planner – Hilla Tamir