YELLOWPAGES.COM Launches National Ad Campaign
30 Janvier 2006 - 2:00PM
PR Newswire (US)
- Leading Internet Yellow Pages site uses mix of television and
online advertising to reach millions of consumers PASADENA, Calif.,
Jan 30 /PRNewswire/ -- Today, YELLOWPAGES.COM kicks off a national
advertising campaign to further increase its position as the
leading Internet Yellow Pages site. The multi-million dollar
campaign positions YELLOWPAGES.COM as the authority on local search
where consumers can find what they need, when they need it to help
them in their everyday life. Using a mix of network television,
cable and online advertising, the campaign is designed to build
awareness, brand identity and usage for YELLOWPAGES.COM. Ads will
run throughout 2006. The ads, created by GSD&M in Austin, TX,
were developed based on research conducted by GSD&M and
YELLOWPAGES.COM. The central idea behind the creative involves
people conducting tasks in humorous, out-of-ordinary ways. The
campaign theme "Need something?" appears and offers a solution from
YELLOWPAGES.COM. "Our research indicates that when consumers use
our site, close to 90 percent plan to use it again and more than 85
percent indicate they would refer it to friends," said Matt
Crowley, Vice President of Marketing for YELLOWPAGES.COM. "We saw a
great opportunity and benefit to promote YELLOWPAGES.COM as the
place to go when you need to find local business information
online. This campaign will bring even more value to our advertisers
as they will have the opportunity to be seen by more consumers.
"GSD&M has developed a creative and media approach that
accomplishes this goal and introduces our new site to millions of
consumers nationwide," Crowley said. "By using the tagline 'We
wrote the book on local search', we are tying in the heritage of
our parent organizations - AT&T Yellow Pages and BellSouth
Advertising and Publishing." YELLOWPAGES.COM selected GSD&M as
their advertising agency of record for both creative and media in
August 2005. "We are excited to be part of a campaign which will
establish YELLOWPAGES.COM as 'the' online source for consumers who
are looking for local information," said J.B. Raftus, senior vice
president and strategist at GSD&M. "We have developed a
campaign which combines breakthrough creative with a strong
integrated media plan that will drive awareness and usage of the
site." The national ad campaign consists of eight different
television spots and will include a multitude of online ad
components. One of the television spots opens with a man carrying a
large roll of carpet through a Laundromat. He struggles with the
carpet as he tries to load into a washing machine. A voice- over
asks "Need something?" and the text appears on the screen. A
YELLOWPAGES.COM search box appears and the words "Carpet Cleaning"
are typed in. The voice over continues "To find it locally you need
YELLOWPAGES.COM". The spot closes with the tagline "We wrote the
book on local search". All of the television and online ads echo a
similar theme. YELLOWPAGES.COM launched its new Internet Web site
in November 2005, bringing together the best of the previous
SMARTpages.com, RealPages.com and former YellowPages.com platforms.
To view the new ad campaign, please use the following links to
either Windows Media or Quick Time versions listed below. Or you
may access through at http://www.yellowpages.com/. Windows Media
http://www.yellowpages.com/sp/about/video.jsp Quick Time
http://www.yellowpages.com/sp/about/video.jsp About YELLOWPAGES.COM
YELLOWPAGES.COM LLC is a joint venture operation of AT&T and
BellSouth Advertising and Publishing Corporation. Formed in late
2004, the company has recently launched the new YELLOWPAGES.COM
site. The YELLOWPAGES.COM Network provides exposure to up to 19.5
million monthly unique visitors for business information. About
GSD&M Started as an advertising agency in 1971 by six
entrepreneurial college graduates, GSD&M has become a
destination for companies seeking visionary ideas that solve their
significant marketing problems. GSD&M uses an innovative
approach to idea generation and collaborates with creative thinkers
across a wide and diverse range of disciplines. Their approach has
helped build some of the country's most respected brands, including
BMW, Wal-Mart, the new AT&T, MasterCard, Chili's, Dreamworks
SKG and the U.S. Air Force. First Call Analyst: FCMN Contact:
DATASOURCE: YELLOWPAGES.COM LLC CONTACT: Media, Ed Patterson of
YELLOWPAGES.COM, +1-404-213-3106, or ; or Eric Webber of GSD&M,
+1-512-242-4928, or Web site: http://www.bellsouth.com/
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