Shopper Innovation Awards: Yellow Pages shows off its local intel

The company refreshes its image and "unlocks local" to win Silver.

Silver: Targeting

Some people see Yellow Pages as a “dusty old book” that’s lost its status as the go-to resource for everything local. So working with Leo Burnett, Yellow Pages launched a campaign that repositioned its mobile app as a way to navigate the best of every neighbourhood.

The city-wide, multi-channel campaign called “Unlock Local” targeted key destinations within a neighbourhood, with the brand showcasing its knowledge of the area and encouraging locals to get out and discover more.

In the summer, Yellow Pages installed a yellow oasis at Toronto beach areas that included all the things people would need to enjoy a day at the beach, such as umbrellas, towels and sand shovels. Creative directed beach-goers to download the app to find places to buy the things they forgot to bring or needed for the beach.

Next, Yellow Pages located several of the city’s most popular dog parks and installed a massive 40-foot dog bone made of over 2,000 yellow pet-friendly balls, poop and scoop stations and garbage cans. Everything was branded with dog messages and the creative directed people to download the app to find other local dog parks in their neighbourhood.

Yellow Pages achieved a 72% recall at the end of the campaign. App downloads increased 42% in the first month versus the previous month and total mobile visits were up 52% during the campaign period versus the previous year. The program is now being rolled out to other markets.


Brand: Yellow Pages
Agency: Leo Burnett
Chief creative officer: Judy John
Creative director: Lisa Greenberg
Group creative directors: Sam Cerullo, Chris Taciuk
Copywriters: Kelly Zettel, Chris Taciuk,
Art directors: Sam Cerullo, Pedro Izzo, Oliver Brooks, Nancy Ng
Designer: Sam Cerullo
Illustrator: Martin Bregman
Agency producer: Dianne Gignac, Kimberley Burchiel
Digital producer: Tracy Wightman
Account executive: Megan Verkerk
Account supervisor: Kirk Round
Group account director: Allison Ballantyne, David Kennedy
Planner: Brent Nelson
Director of consumer engagement: Claire Lamont
Account director, Eastern Canada: Justin Singh