Yellow Pages focuses on the ‘digital’ neighbourhood in new campaign

October 03, 2012  |  Rebecca Harris  |  Comments

Yellow Pages is inviting consumers to “meet the new neighbourhood” in a new brand spot, the first effort from agency of record Leo Burnett, since taking over the account from Taxi in May.

A 60-second TV commercial entitled “Local Lights” shows scenes from neighbourhood businesses, such as a coffee shop, shoe store and bakery, interspersed with people connecting to the Yellow Pages on their phones and tablets. The idea is to convey Yellow Pages’ role in fuelling a rebirth of local neighbourhoods by connecting people and businesses in new ways.

“Yellow Pages has always been about neighbourhoods,” said Judy John, CEO and chief creative officer at Leo Burnett in Toronto. The campaign is about “getting people to recognize they are still about the neighbourhood, but it’s the new neighbourhood, meaning digital access, including the digital app and online platform.” And with the “eat local, shop local” movement gaining steam, “it’s perfect timing,” added John.

The spot is running in English and French, and John said additional campaign elements are rolling out soon.

The latest effort by Yellow Pages Group builds on a rebranding strategy it launched in 2010. A marketing campaign promoted the brand’s digital capabilities and showed it’s about more than old-fashioned print directories.

Montreal-based Yellow Pages Group is held by Yellow Media, which owns and operates properties including Yellow Pages directories, Canada411.ca and RedFlagDeals.com.

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