"We are extremely happy with the results of this campaign," says Mariette Ackerman, marketing general manager at Yellow Pages. "Our aim is to create ongoing top-of-mind awareness and increase usage of the Yellow Pages. The statistics speak for themselves. Since the commencement of the campaign in April this year, we have had very positive feedback from our advertisers, who have reported a significant increase in sales and, therefore, a return on investment. In addition, the 10118 enquiry line now has a new lease on life."
This concept is simple yet effective. Yellow Pages currently sponsor the weather broadcast after the news on SABC 3, from Monday to Friday, during the 20h00 - 21h00 slot, which attracts highly attentive viewership. In addition to the 10 second opening billboards, Simon Gear, the weather reporter who is very popular with viewers, uses a variety of branded props.
Christa van Dyk, business unit director at The Agency says: "From a creative stance, Yellow Pages wanted to try a new tactical approach to increase awareness. Something that would talk to a vast spectrum of the South African market, utilising a marketing tool which is relatively new in this country. This type of sponsorship has already been executed effectively in the UK."
Sponsorship of the weather broadcast forms part of the overall Yellow Pages campaign and global strategy. In addition to sport sponsorship, internet and radio activity, four quirky television commercials are currently being flighted. Whether it's the spray painter applying deodorant with precision, the bricklayer aligning his sandwich symmetrically, the accountant counting beans or the furniture removal man carefully wrapping his eggs while shopping, the Yellow Pages message is clear - if you are looking for the best in professional services, then Yellow Pages is undoubtedly the best place to find them.
