Yell.com, the online version of Yellow Pages, is to launch its first TV advertising campaign.
The 30-second ad, which breaks on March 1, uses “Yell” as a verb to depict five scenarios where people could have benefited from using the service.
Integrating with Yell.com’s long-running sponsorship of London Underground maps, the ad uses the existing strapline: “Don’t search, just Yell.com.”
John Hayward, head of consumer communications at Yell.com, says: “Coupled with recent high-profile distribution agreements, this campaign really demonstrates our commitment to extending the reach and visibility of the brand.”
The campaign will run nationally on ITV, Channel 4, Channel 5 and satellite channels at regular peak viewing times until April 4.
It will be supported by an online campaign that makes use of the “superstitial” format, which uses a pop-up browser window that can display images, sound and links.
The superstitials feature a “Mr Stick Man” in situations which highlight the breadth of service available on Yell.com. This includes property, motoring, shopping, travel, leisure and business services.
Hayward says that superstitials have “proven more effective than banner ads, and only a handful of companies have used them so far. We have tried to use the full capability offered by the technology to create a truly entertaining idea.”
The online teasers will be placed on sites relating to the content of each individual superstitial, as well as the major search engines Excite, Lycos and Ask Jeeves. They will be live to the end of February and throughout March.