Verizon SuperPages.com faced several challenges with low brand awareness, increased pressure from competitors like Google and Yahoo, and no clear brand identity.
Awards:
ADDY Awards – Gold Local
ADDY Awards – Gold Regional
ADDY Awards Regional – Best of Show
Excellence in Interactive Marketing Awards – Best integrated campaign
We were asked to create a strong new brand campaign that would define the brand, create a competitive difference for them in the market, establish a unique identity and space to differentiate the brand from other Internet yellow pages, and to grow their share of the local search market. The resulting work leaned into the local aspect of the brand in every way from the ‘we know around here’ tagline, to interactive ad units and context drive ad placements.
The first campaign to win a regional ADDY ‘best in show’ and ‘best-integrated campaign’ with only digital and out-of-home.
It was all about context, context, context.
The resulting campaign We Know Around Here used numerous humorous contextual ad executions to show their expertise in local area search. The ads drove a large increase in site traffic that turn, drove revenue through increasing traffic to their search ad placements. The campaign was the first to win Best Integrated Campaign at the regional ADDY Awards with only interactive and print executions and TV commercials.
