COMEDY OF ERRORS IN NEW YELLOW CAMPAIGN VIA GPY&R
A new multimillion-dollar Sensis advertising campaign begins this weekend for the iconic Yellow™ Directory. The campaign breaks new ground for Yellow™ as it’s the first time a single overarching message and creative have been used to target both advertisers and consumers.
The advertising campaign – developed by George Patterson Y&R, Melbourne, Yellow’s agency of record – includes a 45-second TVC as well as print, radio and outdoor components. Additionally, there will be a major marketing and public relations component, with the latter executed by Sensis’ newly-appointed PR consultancy, Red Agency.
The new ‘Need a Hand?’ TVC follows a series of misfortunes happening to tradesmen and consumers in a home improvement scenario, with the Yellow™ Directory saving the day for both groups. The TVC will take on new incarnations in the coming year, using different scenarios each time.
The campaign is based around moment-in-time scenarios: specific times or events, such as when moving house, getting married or having a baby, when consumers and advertisers need to use the Yellow™ Directory because of its reliability, accessibility and ease of use in these situations.
The new campaign hopes to build on the historic humour that has made the Yellow Directory ads talking points among Australians, with memorable TVCs such as the ‘Not Happy Jan’, ‘Goggomobil’ and more recent ‘Thai Thai’ commercials.
As part of the new campaign, each TVC will end with the iconic ‘walking fingers’, refreshed with a 3D animation.
“The integrated campaign is intended to communicate to both consumers and advertisers. For consumers, it is designed to remind people about how useful, easy and helpful Yellow™ is. For advertisers, it demonstrates the value of Yellow™ as an advertising solution and reminds businesses to get their advertisement in before sales close," said Stephen Harvy, Yellow™ Marketing Manager.
With more than 850,000 advertisers and more than nine million users across print and online each month, Yellow™ is Australia’s largest and longest running advertising directory and is an iconic Australian brand.
The TVC premieres this Saturday (28 April) on subscription TV and Sunday (29 April) on free-to-air TV.
Yellow Pages ’Need a Hand?’ TVC
Agency: George Patterson Y&R, Melbourne
Creative Director: Paul Catmur
Director: Paul Middleditch
Production Company: Plaza Films