Since opening the doors for business in April 2013, the agency has been focused on the development of a new strategy that repositions the Yellow Pages brand, making it more appealing for today's tech savvy consumers and entrepreneurs.
"Not only have we been entrusted with all of its communications but we're also playing an important role in the innovation of its products," says Olaf Brinkmann, the agency's MD.
The new ad is the first in a series of two commercials, entitled 'Golden Plunger', written by Marcelle du Plessis and art directed by Candice Lind. It depicts the life of an infamous Parisian plumber by the name of Henri Delatissier. "It's very entertaining and delivers a rational, hard working message in a memorable way," says creative director, Wallace Seggie. "Understanding the local South African business is the brand's strength and our new TVC brings this strategy to life with the promise of local reliable results."
The campaign explores the weakness of search engines when it comes to delivering the most relevant results according to your location. You may find the very best person for the job online but they are useless to you if they are not local.
Yellow Pages has been hard at work refining its search functionality of businesses and services to ensure it delivers the most relevant results for its users. "We have a very strong team of developers and designers that have helped upgrade the site aesthetically and have also worked closely with the client's engineers to make the search experience more intuitive and accurate," adds Seggie.
The agency's head of digital design, Sean Kilian and Carla Dos Santos, head of online, have both played an important role in upgrading the online business from both a UI and SEO perspective. "Our goal is to help the client offer the user an experience and service that search engines cannot deliver as effectively," says dos Santos. The site has a fresh and new look and feel. "The home page is so crucial for a site like this. We focused on maximising the search area and stripping the home page of unnecessary clutter," adds Kilian.
The next commercial in the campaign is currently in post-production and will start flighting in the next few months. Anton Visser of Velocity Films directed the campaign. The "Golden Plunger" has been well received to date with it already being rated on international platforms; some accolades include it being named the Ad of The Day on Adforu.com and in the Top 6 on bestadsontv.com.
View the ad below:
