Creative Review - The Annual Special May 2007
AKQA's integrated campaign for Yell.com is a superb example of how a clever idea can be executed successfully across a wide range of different media.
The exhaustive campaign shows off the usefulness of yell.com through interactive information screens placed in bus shelters, online rich media ads, prints, TV idents and cinema ads, not to mention 25 buses kitted out with LED screens incorporated into advertising on the side of each vehicle.
The innovative bus displays are linked with GPS so that a double-decker trundling down London's Charing Cross Road, for example, can display a relevant service that one might find in thte area, such as second-hand book shops.
AKQA also created bus shelters to appear in 20 locations across four cities (London, Birmingham, Manchester and Glasgow) each containing unique local info that is accessible via interactive screens. Different businesses are searchable too, depending on whether it is day or night.
The agency also created online ads that allow users to search yell.com directly through online placements without having to open a new browser window and access the full site.
As AKQA's David Bonner puts it: "We're using creativity, new technology and insight to engage and interact with consumer via a campaign, that can actually bring alive the promise of the new strapline - 'results for real life'."