If the consumers would not go to paginasamarillas.es, then paginasamarillas.es had to go to the consumer. And what better time to do so then when they had found what they were looking for. We reached an agreement with Paginas Amarillas’ main customers (mostly small- and medium-sized business and local business), at no cost to them, where we placed an image around hundreds of store signs which made it seem that the business’ name was in the Paginas Amarillas search field. The message was clear. Nobody could deny Google’s global domination, but you could question its ability to find that little forgotten neighbourhood business without a web page or a marketing budget.