Yellow Pages Targets Motorists

To promote the core brand values of providing quick, relevant, local content at the click of a button through on-line & mobile, a flick through the book or by dialling 10-11-8, a group of uniformly dressed brand ambassadors picketed at the end of the R24 in front of Eastgate Shopping Centre. The guerrilla tactic occurred on a Friday morning, when the JMPD notoriously pull motorists over for various reasons. The picketers turned the heads of both motorists and cops, as the messaging on their eye-catching yellow and black posters all related, directly and indirectly, to solutions for the immediate problem the motorist is faced with in respect of being charged with offenses related to vehicles and driving. The messages were posed as questions, with the Yellow Pages solutions through the various platforms appearing underneath, further entrenching the already well-known brand in the lives of consumers. “We created a guerrilla-style campaign for Yellow Pages as we wanted to create talkability and hype through word of mouth. Our primary targets were the motorists, however thanks to social media, our campaign was exposed to a much wider audience. This further instilled the brand messaging of click, flick, dial, find – as easy as checking a twitter feed or chatting to a friend,” says Gisella Vigliotta Brand Manager. Combining picketing – an age-old method of communication as well as social media, with the messaging of a well-entrenched brand in an environment that provides a captive audience resulted in a highly effective and successful campaign. “The key was to implement an activation that had clout and could stand out amongst the clutter of out of home activations. The return on investment grew exponentially with each passing minute as the effects were immediate,” explains Gisella Vigliotta. Attorney? Click, flick, dial, find. Marriage Councellor? Click, flick, dial, find. Driving Lessons? Click, flick, dial, find. Road worthy certificate? Click, flick, dial, find. Breathalyser Equipment? Click, flick, dial, find. Car Vehicle License? Click, flick, dial, find. Leaders in local search. Click, flick, dial, find. Follow Yellow Pages on Twitter @YellowPagesSA and on Facebook For more information, pictures and interviews please contact: Twiga Communications Franco D’onofrio 0110243983   Yellow Pages (Owned by Trudon) Gisella Vigliotta 0116776172