When the media mix for corporate advertisers is planned, traditional media like TV, press, outdoor are discussed. Yellow pages are never considered. Research indicated only 8% of India’s top 500 advertisers, advertised with any brand of yellow pages. And less than 5% advertised with our brand - Infomedia Yellow Pages.Hence, the brief was to make Infomedia Yellow Pages part of the consideration set of media planners while planning the media mix for large corporate clients.

A media planner’s life revolves around targets and deadlines. Our brand allows him/her to target prospective buyers with more precision and greater cost-effectiveness. Hence, a target based campaign that wasn’t just hard to ignore but ensured future plans weren’t shots in the dark.While the media buying community employs thousands of people, it is exceedingly well connected. The strategy targeted key media planners with a mailing they couldn’t help but talk about, triggering a predictable domino effect.A target-based game on popular websites encouraged interactivity and an offer based eDM helped enhance responses.

A mailing of 400 generated 559 valid leads. A response of 372%. This outperformed the client’s pre-campaign target of 150 leads by 272%.More rewardingly, it achieved a significant paradigm shift – from taking yellow pages as a category never considered, to Infomedia Yellow Pages becoming a brand being invited to make sales pitches for the sole purpose of corporate advertising.The other heartening aspect was loads of unsolicited feedback from potential customers expressing delight in the mail piece, with requests for many more “Infomedia guns”.