To tie in with the yp.ca site maps that depict yellow darts indentifying locations, we demonstrated this “in real life” by placing huge darts directly into local businesses. The type of business “found” was written on the dart’s fin (ie. Music Store-Found).Each relevant location had a different execution strategy.Retail Stores – We used a “location scout” (who normally scouts commercials) to find and secure certain stores. There were many challenges securing the store locations ie- after the store and building owners agreed, we had to get the proper engineer drawings prior to dart installation.

Restaurant Patios – Positioned right on patios, darts appeared to have crashed directly into a real table. Parking Lots – We reserved spots for delivery vans with a dart smashed into the roof. The vans were labeled with actual local plumbers and flower shops.

Yellowpages.ca unique visits increased +18% versus a year ago. Created huge buzz. Blogs popped up everywhere with people posting pictures of the darts. The local business owners that we partnered with loved the darts. Restaurant Manager: “It was good, quite effective, quite eye catching – became part of the furniture of the patio, it was a great partnership, we were pleased by all. It drew people to the patio with great attention to the Dart.” Yellowpages even had other retail owners call them and request a dart.

Won GOLD at prestigious Canadian Innovation awards show.