The iconic reference book is undergoing a rebrand and innovating its product in Singapore, most notably with the introduction of Zap Code technology in partnership with Singapore Press Holdings.
Zap Codes enable consumers to download information from print advertisements via their mobile phones, similar to QR (quick response) Codes in Japan.
The technology will enable ads in the Yellow Pages Buying Guide 2008/09 to be updated regularly with special offers, new products or upcoming events.
Francis Wee, founder of Religion, commented: "The work presented in the pitch demonstrated Religion's strategic thinking and creative to reposition and revitalise Yellow Pages in this highly competitive environment, by making it relevant and engaging to today's consumers.
Religion won the business after a closed-door pitch against an unknown number of agencies.
Yellow Pages turns to Religion in Singapore
SINGAPORE - Yellow Pages has appointed independent agency Religion to handle its advertising in Singapore as the directory attempts to communicate its relevance in the face of increasing competition online.
