Online directory Yellowpages.com has jump-started its 2007 ad campaign with a mix of online and TV ads and asks, do you “Need Something?”
Yellowpages.com, a subsidiary of AT&T, is relying on humor for this promotion. In each TV ad, someone tries to do some task in a crazy way like jogging up an escalator for exercise. Then the phrase “Need something?” appears followed by an answer. In the escalator runner’s case, the answer is “health clubs.” Each ad ends with the phrase, “We wrote the book on local search.”
Yellowpages.com is focused on building brand awareness, carrying on the momentum generated by its first national campaign in 2006. “We saw terrific success with that approach last year, including tremendous growth in site and mobile application usage,” said Yellowpages.com chief marketing officer Matt Crowley in a statement. “By developing an ad campaign that builds brand awareness and drives search activity, we expose Web users to a valuable resource and offer our advertisers greater value by giving them increased exposure to consumers.”
Yellowpages.com handled more than a billion searches last year. The new ads are being created by GSD&M, which has been working with the company since 2005.