Yell, the international directories business, has launched a new multi-million pound advertising campaign for Yell.com, the online service from Yellow Pages.
‘Party Planner’, is the first stand-alone TV campaign for the online service and illustrates in an entertaining way how Yell.com can find a supplier to solve every problem, no matter how outlandish the request.
Developed by Mother, the new ad campaign aims to demonstrate the breadth and depth of businesses available on Yell.com.
The creative execution is based around the experiences of party planner extraordinaire, Fresno (Normski), and his long-suffering, super-efficient assistant, Carrie (Catherine Bailey).
The television campaign runs for several episodes and follows the preparations for one particular party – a special celebration for Surrey schoolboy Marcus (Max Gill).
Fresno regularly promises the incredible - from gold tanks and rapping horses, to yachts in land-locked Surrey. Carrie is confident that no matter how outrageous the idea posed to her, Yell.com can find an answer and turn Fresno’s dreams into reality.
‘Party Planner’ is a multi-million advertising campaign with around one third of the total spend dedicated to national and multichannel TV. A further third will be used for various online formats including video-on-demand, SEM and affiliate deals, with different creatives showcasing a range of business and services.
The remainder is spread between other media channels including radio sponsorship of the Big City Network. The overall campaign runs until the end of the financial year (March 2009) and is Yell’s second campaign developed by Mother, appointed in November 2006.
Yell’s chief marketing officer in the UK, Helen Stevenson, said, “We’re really excited about bringing Yell.com to TV in its first stand-alone ad campaign. Yell.com offers a quick and easy way for people across the UK to find all kinds of activities, services, businesses and shops and the creative brings this to life in a light-hearted and energetic way.”
Fresno and co. will appear across terrestrial and multichannel TV in a mixture of 40, 30 and 10 second slots.
PHD was responsible for the media planning and buying for the campaign.
The Yell family-wide ‘walking fingers’ logo and individual product logos have also been refreshed to co-incide with the launch of the television advertisements.