Yellow Pages/ YP Promo, Case study REALITY BILLBOARD by Y&R Tel Aviv

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Director Shahar Segal
Executive Creative Director Tzur Golan
Photographer Menachem Reiss Executive Client
Released September 2010

Credits & Description

Category: Technology and Manufacturing
Advertiser: YELLOW PAGES
Product/Service: IMAGE CAMPAIGN
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)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Directors: Yariv Twig, Roy Cohen, Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Directors: Gil Aviyam, Tom Dolinger, Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriters: Sharon Refael, Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisors: Dikla Tzemach, Amichay Katan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Managers: Daphna Tsror, Aileen Tito, Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planning Director: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Planner: Zohar Reznik (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Agency Producer: Shira Robas (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Photographer: Menachem Reiss
Director: Shahar Segal (POV)
Event Production: (Kuperman Productions)
PR Company: Igal Galai (Galai PR)
PR Company: Einat Meyron (Meyron Marketing Communication)
Programming: Elad Levy, Uri Tzeztik (Tapuz)
Media placement: TV - Channels: 10,2,24 - 15 September 2010
Media placement: Internet - Ynet, Walla, Mako, Tapuz, Nrg, WinWin, One, Facebook - 15 September 2010
Media placement: Press - Israel Hayom, Rating, Pnay Plus, Globes - 19 September 2010
Media placement: Radio - Radio Tel Aviv, Radius, Radio Lelo Hafsaka - 24 September 2010
Media placement: Live Billboard Event - Marina Herzliya - 28 September 2010

Summary of the Campaign
With the drop in Yellow Pages' image our brief was to connect a younger audience to the brand. Yellow Pages wanted to make a younger audience aware that it's not about heavy books with lists anymore but about digital interfaces. We decided to create content: The First Reality Billboard: Survivor Winner VS the Big Brother Winner Inside a giant billboard. The 2 reality stars were placed inside the billboard and were given tasks. The Outdoor Event was broadcast LIVE to 3 online channels. Participation and voting could be done using only Yellow Pages digital interfaces.

The Situation
Yellow Pages allow consumers to find different professional classifications quickly and easily. The search is performed via the printed directory, through the website or via mobile phone. YP launched an innovative location-based augmented reality application for smart phones, which helps consumers find the nearest business closest to his current location and according to his needs.
The problem: The brand is perceived as old-fashioned and not advanced and there is almost no relationship with the consumers. The company wanted to reach a younger audience and refresh its image as a technological and modern company.

The Goal
1. To rebrand YP as an up-to-date company
2. Reach a younger audience (35 and under)
3. Increase traffic to YP website

Research showed that young people are savvy digital consumers that download apps regularly. Smartphones are on the rise in Israel. In addition young people in Israel are crazy reality show consumers (similarly to the rest of the world). Reality stars become celebrities and accumulate a large number of fans.

The Strategy
It is difficult to reach young people using the conventional advertising channels. It is much more effective to reach them firstly with content that they connect to. So what content do young people relate to in Israel? They are dedicated reality followers and they like to share what they love via social platforms. We wanted to create a Content Event like never before with PR build up, that will engage and involve young people. We decided to create the first socially fueled reality game inside a giant billboard. A LIVE event that will combine a reality game, live missions between the contenders and audience participation voting only via Yellow Pages digital interfaces and could be shared via social platforms. We used the buzz and success of the 2 reality winners of the 2 most rated Reality Shows in the country – The Big Brother and Survivor.

Stage A
App launch (Stage A Folder). First campaign using Eliraz after winning Big Brother, thus got a good media coverage (Stage A PR Folder).
Stage B
PR items uncover details about event. Photo-shoot released to media (Stage B PR Folder). PR communication sent to media (#1+2 in Stage B Folder). Yedioth Aharonoth (Stage B PR Folder). Survey - popularity of contenders (#3+4 in Stage B Folder). TV promo; internet, radio, press (Stage B Folder). Materials sent to media (Stage B Folder). Media coverage (Stage B PR Folder)
Stage C
Event. 3 internet channels LIVE – Mako, Walla and the YP minisite. LIVE banner in Walla (Stage C Folder). 15 mini episodes edited. Didi Harrai, leading youth anchor (103FM), radio show covering the event and participated in the tasks (Stage C Folder). Media coverage (see Stage C PR Folder).
Stage D
PR announcement - Ultimate Reality Winner (Stage D Folder).

Documented Results
65,000 app downloads, 174,038 unique visitors, 111,001 votes, Facebook fans more than doubled, +28% increase to Yellow Pages site, local and international PR.

Reality Billboard was presented at the Mipcom Media Festival. Endemol, the leading entertainment company in the world, has bought the format for international distribution.