Cannes Lions

YELLOW PAGES

OGILVYONE WORLDWIDE SPAIN, Madrid / TELEFONICA / 2004

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Overview

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Overview

Description

A campaign with a great deal of impact that 'opens the doors' of recipients to visits by the TPI salesforce: 300 mailings to advertisers and 65 to agencies.Two mailings. The first teaser was used to show more or less conventional ways to get into somebody’s house: using a set of keys, by ringing the bell, delivering a take-away or even breaking and entering like a burglar. Then the second mailing introduced the three new marketing vehicles TPI offers its clients: the 'New Home' pack, 'Perching' and 'Direct' Distributions. All highly efficient ways to enter consumers’ houses.

Outcome

TPI was able to arrange a visit by a sales agent to 100% of the agencies (normally this response rate is no higher than 15%), leading to 180 campaign projects using the new vehicles. Among the key advertisers, projects were presented to 33% of the recipients, meaning a large number of visits to the 300 key advertisers receiving the campaign. Finally, this communication has also brought about a change in the perception of Yellow Pages as a mass medium.

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