This year's campaign uses a toolbox theme to convey the range of easily accessible products and services the directory provides, displayed in daily newspapers as well as out-of-home on buses and at bus shelters. The outdoor splash includes two locations at Causeway Bay and Tsim Sha Tsui rigged up as giant storage boxes containing oversized items, representing the different categories within Yellow Pages such as a calculator for financial services or a wakeboard for leisure.
"This year we felt print and outdoor would be a softer way to convince people Yellow Pages has a lot of benefits," said Seanna Liu, director of client service for Euro RSCG. "The client felt TV, or just print, was not enough to tell the whole story of Yellow Pages." Focus groups had shown that people who didn't come into regular contact with Yellow Pages tended to regard it as another directory to be filed away for possible reference at home.
The aim of the campaign, seeking to inform consumers about recent enhancements to the directory, represents a shift in strategy for PCCW's Yellow Pages, running ads in recent years to maintain awareness. Maxus handled media.