A 'Yellowbook moment' can happen anytime, anywhere - 16 June 2009
Yellowbook’s New Multi-Media Ad Campaign Comes to the Rescue!Yellowbook, a national leader in the local search industry, announced today the launch of a new “Yellowbook Moments” ad campaign. The storylines of the ads are based on some of Yellowbook’s most popular search criteria, and the campaign will launch nationally with the first in a series of television spots broadcasting today. Today also marks the release of campaign-related creative content on yellowbook.com, and simultaneous digital and banner ad executions. The campaign is being produced and executed by Yellowbook’s ad agency, Gotham Inc.
Debuting nationally today, the launch television ad depicts a story leading to the frequently searched term, “life insurance”. A man triumphantly returns home from a job interview by tripping through his front door and landing on a coffee table. When he regains his footing, he proudly tells his wife of his new job working with a manufacturer of explosives. His wife nervously turns to yellowbook.com to research life insurance.
Each television spot is interrupted by a freeze-frame informing viewers that “A Yellowbook Moment is About to Happen” seconds before disaster strikes. As the characters in each ad search Yellowbook for a solution, (lawyer, life insurance, roof repair, for example) the audience is introduced to Yellowbook’s portfolio of products as a voiceover reassures “Online, on your mobile, or in the book. The moment you need it…Yellowbook it.”
The “Yellowbook Moments” campaign is designed to connect with audiences by depicting back stories that illustrate real life problems and their relative Yellowbook solutions. The ad’s call to action introduces Yellowbook as a verb, and the phrase “Yellowbook it” is intended to maximize brand retention, while differentiating Yellowbook in local search.
“We believe the ‘Yellowbook Moments’ concept is something many Americans can relate to,” said Peter McGuinness, Gotham Inc.’s chief executive officer. “Most everyone at some point has experienced a real-life moment which calls for a Yellowbook solution. As Yellowbook expands its portfolio of products, the campaign will remind consumers that they can access Yellowbook services anywhere and anytime through any medium.”
About Yellowbook
Since 1930, Yellowbook has focused on a simple goal - connecting consumers with local businesses. Today, Yellowbook is a national leader in local search and advertiser content, managing a comprehensive online and print product portfolio that provides users easy access to local business information and advertisers a single source for cost effective media programs. The Yellowbook Network, anchored by yellowbook.com, reaches millions of users via computers, mobile devices, and organic web searches. WebReach, Yellowbook’s fully managed search engine advertising program, places customers’ advertising on the major internet search engines. In print, Yellowbook publishes directories in 48 states and the District of Columbia. For more information, visit yellowbook.com.
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