1,000 customised Yellow Pages billboards took over the country, turning it into a live demonstration of search categories. Each billboard showed different features of specific search categories. The campaign included over 2 dozen different executions. A special minisite invited consumers to create their own Yellow Pages billboards. There were also TV sponsorships and print ads.

12% increase in traffic to the website 35% increase in unique users20,103 billboards were made by consumers on the web