Yell embarks on multi-million pound TV campaign
- Added:
- Aug 20, 2008
Yell.com is launching a new multi-million pound advertising campaign.
Launching on 20th August, the campaign, ‘Party Planner’, is the first stand-alone TV campaign for the online service and illustrates how Yell.com can find a supplier to solve every problem, no matter how outlandish the request.
Developed by ad agency Mother, the new ad campaign aims to demonstrate the breadth and depth of businesses available on Yell.com. It breaks on August 20 and is designed to raise the profile of Yell.com to new heights.
The creative execution is based around the experiences of party planner extraordinaire, Fresno (Normski), and his long-suffering, super-efficient assistant, Carrie (Catherine Bailey).
‘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.
Helen Stevenson, Yell’s chief marketing officer in the UK, 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.”
Alnoor Ladha, senior strategist at Mother, said: "We wanted to create a campaign to show the core strength of Yell.com – finding businesses and services. By creating the characters of Fresno and Carrie – party planners to the rich and famous - we are able to engage and entertain a contemporary audience.
“The rise of the super-rich within the UK is a recent trend that fascinates the nation. We felt this would be an intriguing and fun world for Yell.com to exist within, where the brand can really demonstrate the full range of its capabilities in entertaining, clever and diverse ways.”
It breaks in a 40 second slot during the first half-time ad break (20:45hrs) of the England vs. Czech Republic football match on Setanta Sports. Following this 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.