If you are looking for a reliable service provider in the surrounding area, Yellow Pages is the right place for you. The Yellow Pages publishers know their customers in the area. An advantage compared to anonymous search engines. So if you're looking for real trustworthy solutions instead of some hits, you better look at Yellow Pages. Or more plainly put, you're not just anyone. So don't just look anywhere.
In order to create more relevance for the Yellow Pages product offerings, one needs to know and serve the needs of the users (clients). In a basic study, personas were developed specifically for yellow pages with the respective search motives, occasions for use and specific messages. These personas are the basis of the campaign, which is then tailored according to the "Moments that matter!" motto have been implemented in creation and content.
A comprehensive campaign platform on which the person-specific usage occasions were emotionally dramatized.
The frame stories were also tailored to the personas. Exaggerated and tongue-in-cheek through the excruciating stretching of an "embarrassing" moment in which the actor realizes that he's searched in the wrong place at the wrong time.