The main aim of the second phase is to widen the overall reach of the online campaign and its creative, to strengthen brand positioning and drive usage.
New creative from AKQA aims to demonstrate the benefits of Yell.com through a series of quirky scenarios which appear as skyscrapers, standard banners and buttons. Each ad contains the strapline "Yell.com -- for UK shops and services".
The ads focus on three main benefits. First is local and national searches, showing users how Yell.com can locate shops and services through the UK as well as in their local area. Second, the ads aim to emphasise that Yell.com allows free, unlimited searches on business names. Third, they promote maps and locations, explaining how the user can find directions and a route-planner to locate a business.
The campaign will run throughout January, February and March. The ads will appear on a variety of sites including high-traffic sites such as MSN, sites that target users at a point of need such as Ticketmaster, and newspaper properties such as The Guardian.
Digital agency i-level is responsible for media strategy and buying.
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