Yell highlights digital transformation in video marketing campaign
Business directory Yell has created a series of bitesize videos to showcase its transformation from print product into a service tailored for the digital age.
Earlier this year, Yell announced that the final edition of the Yellow Pages will be delivered in 2019, which prompted the company to raise awareness of its website Yell.com as a leading online business directory.
The video – created by B2B advertising agency True – references the Yellow Pages' first-ever TV commercial in 1983 by incorporating the ad's original soundtrack. The digital transition is an attempt to inform Yell's business and consumer audience that it is a company moving with the times.
Richard Parsons, MD and head of planning at True, said: “What better way to demonstrate how Yell’s offering has evolved over the past few years than to modernise our most iconic brand asset – the Yell ‘walking fingers’? Our campaign line ‘What we do hasn’t changed, just the way we do it’ underpins Yell’s journey of evolution in helping local businesses connect with customers.”