Yellow Pages Group, Giant Yellow Pages Darts Find Local Businesses Fast, All Over Toronto!
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Yellow Pages wanted to reposition YP.ca as "The Find Engine" to differentiate it from Internet search engines. To do that, it used a huge yellow dart motif to demonstrate how it helps consumers locate exactly what they are looking for. The best way to indicate that was reaching them at or near local businesses.
After lengthy negotiations, the oversized yellow darts were installed in retail outlets, on restaurant patios-where one dart appeared to have crashed into a table-and in parking lots, where a dart smashed through the roof of a specially positioned van.
The campaign resulted in an 18% increase in unique visits to YP.ca compared with the previous year, and buzz and blog interest was substantial. In fact, the darts were so popular, retailers were calling Yellow Pages for their own.