Cannes Lions

YELOW PAGES

OGILVYONE WORLDWIDE SPAIN, Madrid / TELEFONICA / 2004

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Overview

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Credits

Overview

Description

A campaign with a great deal of impact that 'opens the doors' of recipients for visits by the TPI sales force. 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 a second mailing, where we introduced the three new marketing vehicles TPI offers its clients: the new home pack, perching and direct distribution. 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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