Breaking campaign: Yellow Pages uses puppeteers to push digital

Yellow Pages is continuing its push to reposition as a digitally led business with a new consumer campaign detailing how the directory is available on more devices than ever.

Following the ‘Look at me’ campaign earlier this year, the ‘Life on the small screen’ TVC centres on a man at home with a leaking roof and his girlfriend who helps him using Yellow Pages from her office.

The ad also uses 22 puppeteers manipulating digital devices in the background. The digital devices represent the different ways in which the couple could use Yellow Pages to search for different businesses including a roof repairer.

Craig Herbison, Yellow Pages group manager brand and marketing communications said: “We want to attract attention by getting Australians to think differently about Yellow Pages and reconsider the brand when they’re looking for a product or service.”

“In the past 12 months there has been significant growth in the digital platforms that are a part
of the Yellow Pages Search Network”

The TVC launched yesterday and will screen nationally across all networks for four weeks.
Additionally, it will also screen until October during Channel Ten’s The Renovators program for which Yellow Pages is a major sponsor.

Creative was managed by Clemenger Proximity.
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