YOU ARE HERE by BETC Euro Rscg Paris for Les Pages Jaunes

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YOU ARE HERE

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Industry Yellow Pages & Directories
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Executive Creative Director Mr. Stéphane Xiberras
Creative Director Jacques Jolly
Copywriter Morgan Sommet
Photographer Olivier Amsellem
Released April 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: PAGES JAUNES (YELLOW PAGES)
Product/Service: PAGES JAUNES
Agency: BETC EURO RSCG
Date of First Appearance: Apr 20 2011
Entrant Company: BETC EURO RSCG, Paris, FRANCE
Executive Creative Director: Stéphane Xiberras (BETC EURO RSCG)
Creative Director: Jacques Jolly (BETC EURO RSCG)
Art Directors: Flavie Macaigne / Marc Le Sea'ch (BETC EURO RSCG)
Copywriter: Morgan Sommet (BETC EURO RSCG)
Photographer: Olivier Amsellem (BETC EURO RSCG)
Art Buyer: Marie Dathanat (BETC EURO RSCG)
Production: Annick Audoux (BETC EURO RSCG)
Media placement: Outdoor - bus shelter - 20 april 2011

Insights, Strategy & the Idea

PagesJaunes' brand image is strongly associated with the old paper phone book. But in actual fact, PagesJaunes is the first provider of local information on the Internet through its website and its mobile application. The marketing objective was to change radically the perception of the brand and it’s digital products’ use. Our communication aim was to reveal the digital reality of the brand and allow people to experience it through the mobile application.
The aim was to reach either new customers who don't use PagesJaunes digital services or existing customers who still think PagesJaunes is only a paper phone book.

Creative Execution
Idea : You are here. So is PagesJaunes. Show the digital service of PagesJaunes mobile application: geo-located information. We did it in the street where people need information to enjoy what is around them.Original and pure production demonstration.
To demonstrate the geo-located information, we did real geo-located outdoor prints.
We took photos on the streets behind the poster to create a transparency effect, and we put real information (customers reviews, precise way to the spot, timetable...) about the businesses around these posters.

The posters that came out all over Paris were all different and unique, each one with the exact information about the businesses around it.

Results and Effectiveness
The campaign came out at the end of April, so we don’t have any quantified results yet.
The operation did generate lots of articles in the media as well as on blogs everywhere.
PagesJaunes' Iphone application has reached the top 3 most downloaded apps in France.
And it helped to change the brand's perception, making the old paper phone book a top digital brand.