As the physical Yellow Pages was going into its final print run, we were tasked with relaunching Yell as a digital brand.
What Yell do hasn’t changed in over 50 years, just the way they do it. They still connect local businesses to consumers.
We brought Yell’s iconic ‘walking fingers’ to life as an animated character called ‘Hartley’. We showed him transforming the physical Yellow Pages into a digital device and becoming a helping hand for SMEs digital marketing needs. The campaign ran digitally across YouTube, Facebook, Snapchat and Instagram.
The campaign generated a staggering Advertising Value Equivalency of £10.5 million, of which 81% of coverage was very positive, 11% positive and 8% neutral.
Results in numbers: