YELLOW CITY by Y&R Tel Aviv for Yellow Pages/ YP

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YELLOW CITY

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Industry Yellow Pages & Directories
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yariv Twig, Amit Gal
Photographer Menachem Reiss Executive Client
Account Supervisor Shiran Chen Barazani Account Manager:
Released June 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: YELLOW PAGES
Product/Service: ONLINE BUSINESS DIRECTORY
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Jun 4 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Yariv Twig/Amit Gal (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Directors: Asaf Covo/Shirley Bahar/Ran Cory/Gil Aviyam (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriters: Eyal Padan/Sharon Refael/Paul Paszkowski (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Avnon (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Shiran Chen Barazani (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Managers: Galia Ashri/Esti Smilg (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planning Director: Hilla Tamir (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planner: Zohar Reznik (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Photographer: Menachem Reiss
Media placement: Outdoor - Main Intersections, next to highways, bridges over highways, Bus Shelters - 4 June 2009

Results and Effectiveness
The campaign became the talk of the town and received great PR 12% increase in traffic to the website 35% increase in unique users

Creative Execution
In June 2009, 1,000 customised Yellow Pages billboards took over the country, turning it into a live demonstration of search categories. Each billboard showed different features of specific search categories. The campaign included over 2 dozen different executions. A special minisite invited consumers to create their own Yellow Pages billboards. There were also TV sponsorships and print ads.

Insights, Strategy & the Idea
Strengthen Yellow Pages website as the no.1 solution for finding businesses. To show the variety of businesses listed in the Yellow Pages, we had to break the boundaries of outdoor media and create innovative customised solution for every billboard. Each billboard would show a different search category.