Cannes Lions

YELLOW PAGES DIRECTORY PROMOTION

OGILVYONE WORLDWIDE, Toronto / YELLOW PAGES / 2005

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Yellow Pages Group (YPG), Canada's largest directory publisher, has limited contact with its smaller directory advertisers - mainly small businesses - interacting with the majority via a call centre on an annual basis. YPG recognised the need to establish a cost-effective relationship with this segment, improving the perceived value of the brand and the ROI YPG can deliver.

The result: a 66% open rate, 18% click-through rate, and an average 82% "thumbs up" in rating the content of each article.

The quarterly e-Newsletter achieves this by providing tips and information valuable to the small businesses target. Focusing on quick, relevant, and engaging content, YPG is delivering on their brand promise of "Success at Your Fingertips".

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