CAMPAIGN MEDIA AWARDS 1998: Campaign Gold Award - Best Media Campaign of the Year - Yellow Pages

Media Agency: New PHD

Media Agency: New PHD



Media Director: Katherine Almond



Account Planner: Lucy Edge



Creative Agency: Abbott Mead Vickers BBDO



Creative Director: Peter Souter



Account Director: Graham Brown



Client: Yellow Pages



Brand/Product: London



Marketing Director: Nigel Marson



Media/Brand Manager: Alan Doyle



The object of the campaign was to reverse the decline in the use of

Yellow Pages in London, particularly among young, socially active and

reasonably affluent people. Media and creative were designed to work

together to surprise at every turn. The campaign majored on the

Underground, using a fully liveried train as well as escalator arches,

platform banners, tube tickets and cross-track 12- and 48-sheet posters.

It was supported with above-ground ads using taxis, buses and roadside

six-sheet posters. This was supplemented by TV and radio sponsorships,

postcards and press, as well as sponsorship of Underground maps and

wallets.



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