Campaign of the month: yell.com

Yell.com picks up the latest campaign of the month award following the launch of its on- and offline promotion developed by AKQA.

The "Results for real life" campaign made smart use of location-based technology across most advertising media, including digital outdoor, online ads, posters, television sponsorship and cinema.

The six-month long campaign has been designed to emphasise the benefits of using the Yell.com directory in real-life situations, and targets both local people and visitors. The advertising highlights the different services and information available, and content is based on where the ad is being shown, and directs the audience to the Yell.com website.

The company made an unusual choice when it decided to use an agency that specialises in digital advertising to develop the offline aspects of the campaign as well as the online elements. But the use of technology, particularly global positioning satellite data, meant that it is able to, for example, target users with changing, relevant messages on the side of a bus as it travels through different parts of London.

The first runner-up this month was Profero’s "Mess with your mind" campaign for Frank, the Government-funded drugs information service for children and young adults. Messages within the campaign cover issues such as the mental, physical and social side-effects of using drugs.

The second runner-up was the campaign for the Sony Ericsson’s "cyber-shot" K800 camera phone from Dare Digital, which promised an end to bad photography.

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