ADDY Awards – Gold Local
ADDY Awards – Gold Regional
ADDY Awards Regional – Best of Show
Excellence in Interactive Marketing Awards – Best integrated campaign
In early 2005, SuperPages.com faced a number of challenges with low brand awareness and increased pressure from competitors like Google and Yahoo who were moving into their space. The site needed to grow it’s traffic, but in order to do so, it needed to establish a unique identity and space to differentiate the brand from other Internet yellow pages and to grab its share of the local search market.
First campaign to ever win a regional ADDY ‘best in show’ and ‘best integrated campaign’ with only digital and out of home
Successful campaigns are about context, context, context
The resulting campaign was We Know Around Here that used numerous humorous contextual ad executions to show their expertise in local area search. The ads drove a large increase in site traffic that in turn drove revenue through increase 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.