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.
As well as gaining widespread media coverage, including BBC News showing the launch video, sales of digital marketing services increased by 100% in the month of the campaign launching. A YouTube brand survey also showed a massive 28.9% lift in ad recall, demonstrating the memorability of the campaign.