CAMPAIGN MEDIA AWARDS 1998: The Phonesites Award - Best Use of Outdoor - Yellow Pages

Yellow Pages

Yellow Pages



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.



McDonald’s step risers



An alternative to expensive outdoor sites, the campaign ran in London’s

West End directing people to local restaurants.



Sony batteries



A focused media approach, this targeted the large number of personal

stereo users on the Underground by advertising on tube car panels.



WINNER



Title: Yellow Pages



Media Agency: New PHD



Media Director: Katherine Almond



Creative Agency: Abbott Mead Vickers BBDO



Creative Director: Peter Souter



Account Director: Graham Brown



Account Planner: Lucy Edge



Client: Yellow Pages



Brand/Product: London



Marketing Director: Nigel Marson



Marketing Manager: Alan Doyle



COMMENDATION



Title: McDonald’s step riser



Media Agency: Leo Burnett



Media Director: Gerry D’Angelo



Client: McDonald’s Restaurants



Brand/Product: McDonald’s



Marketing Director: John Hawkes



Regional Marketing Consultant: Tom Shelston



COMMENDATION



Title: Sony batteries



Media Agency: BMP Optimum



Media Director: Paul Taylor



Media Strategy Manager: Harriet Frost



Creative Agency: BMP DDB



Creative Director: Larry Barker



Account Director: Richard Morris



Account Planner: Jane Cunningham



Client: Sony UK



Group Communications Manager: Geoff Muge.



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