Dog Park
Yellow Pages Search App
Issue 30 | March 2014
Agency
Leo Burnett, Toronto
Creative Team
Creative Directors Judy John Lisa Greenberg Group Creative Directors Sam Cerullo Chris Taciuk Copywriters Kelly Zettel Chris Taciuk Art Directors Sam Cerullo Pedro Izzo Oliver Brooks Nancy Ng Designer Sam Cerullo
Production Team
Agency Producer Dianne Gignac Kimberley Burchiel Digital Producer Tracy Wightman Illustrator Martin Bregman Event Production Claire Lamont, Director of Consumer Engagement and Justin Singh, Account Director, Eastern Canada
Other Credits
Group Account Directors David Kennedy Allison Ballantyne Account Supervisor Kirk Round Account Executive Megan Verkerk Planner Brent Nelson
Date
July 2013
Background
Yellow Pages is considered a dusty old phone book rather than a valuable search app. A city-wide, multimedia campaign was launched to demonstrate local expertise.
Idea
In this case, the idea was to go to the heart of the neighbourhood: the dog park. Several of the city's most populous pooch parks were infiltrated with a massive 40-foot dog bone made of over 2,000 yellow toy balls, poop and scoop stations, garbage cans, bags and YP ambassadors. Every touchpoint was printed with dog- friendly messages and directed people to download the App to find local gems.
RESULTS
Results as part of a city-wide campaign: +42% downloads in first month; +52% increase in mobile visits; +72% recall from consumers
Our Thoughts
Poor Yellow Pages. It struggles to shed its print past and make known its good digital offering. Maybe because it’s such a tough problem, agencies all over the world have risen to the challenge with nice creative solutions (including AIM Proximity Auckland, incidentally.)
What they have discovered is that the best way to demonstrate local expertise is to get out there and be local. This one execution in a series of events neatly engages and connects one particular target audience with many products and services. And all delivered by a new medium...a dog’s mouth!