Brand Experience and Activation > Use of Media
MIND READER
Y&R INTERACTIVE TEL AVIV / YELLOW PAGES / 2008
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
To promote Yellow Pages' website, d.co.il, and to bring maximum people immediately to the site.
Effectiveness
The "magic" succeeded well beyond the expected!
The response rate reached 25% and broke the all-time Israeli Internet record (the average being 0.4%)!
Most importantly: during the campaign the site recorded a 60% increase in entries.
Implementation
We used a "magical" technological trick with local advertising celebrity, G. Yafit.
To prove her "special psychic powers", Yafit asked users to concentrate on the last page they visited. Then she asked them to think about d.co.il site and press the toolbar's BACK button. Instead of reaching the sites users browsed before, they surprisingly arrive to d.co.il site! There Yafit "proves" her "special powers" are real.The secret: we asked websites to automatically open d.co.il site before theirs. This way, users are unaware they're redirected to Yellow Pages, and are amazed to see Yafit's magical trick.
Relevancy
Generating traffic to a website in a fun and positive way is a difficult task that has to overcome many obstacles. In this case, we managed to reach the relevant target audience in its relevant surroundings, the Internet, and create the traffic, by a friendly experience and a pleasant interaction.
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