Yell.com
The Agency took a brand that had no heritage of marketing to media planners - an audience who were highly skeptical about their claims - and created a total reappraisal of the Yell.com brand.
Yell.com had built its brand on an advertising proposition of relevance to small, locally based businesses. Historically they had not targeted high spending national advertisers because their advertising portfolio did not include Pay Per Click, the model of choice for high spending, national advertisers and their agencies.
The combined spend of media agencies recommending PPC/online display advertising solutions topped more than £200 million in 2005. 50 agencies were responsible for 80% of this spend and out of this less than £600k was spent with Yell.com.
To increase their share of this online spend Yell.com decided to enhance their advertising proposition to target national brands with national media requirements. As a result, two new products were introduced to the media community, Pay-Per-Click and Banners bought on a cost per 000 basis - both with national reach and to convince a doubtful, skeptical media planning community that they meant business.
The Agency’s key objective was to raise awareness of these new media opportunities amongst 25% of all planners within the top 50 online media agencies who are responsible for planning 80% of the
online spend and to prepare the way for more in-depth one-on-one contact with Yell sales and ultimately get Yell.com on agency media plans.
Execution
The boxing theme reflected a product and consumer insight. Yell.com has a high conversion (or hit) rate (53% of those who contact an advertiser go on to make a purchase) when compared to other search engines and the boxing idea expressed this in a powerful way.
The search for Media's Biggest Hitter integrated with the boxing theme and reflected the consumer insight that our audience were competitive and confident.
The precision targeted launch DM consisted of boxing gloves and a punchbag delivered to key media planners across London.
The ‘Brawl in the Hall’ party centerpiece was the perfect catalyst for sales teams to build and strengthen their relationships with agency contacts. The party was the main reason for planners to engage with the brand and gave permission for Yell.com to build relationships and seed product messages via pre and post party communications.
Held in a party atmosphere, planners nominated themselves to 'fight' other agency champions in a virtual boxing contest using Nintendo Wiis for the right to become Media's Biggest Hitter.
In addition to the prestige of the title and £1,000 cash to the winner, Nigel Benn, former Heavy Weight Champion of the World attended and was a major draw.
Results
30 out of the 50 agencies attended and 300 people registered to become Media's Biggest Hitter.
The Agency achieved a very high responses in conversion to appointment and cost per leads.
Actual sales results are not for publication.