Yellow Pages Guerrilla Marketing Campaign Hits the Target
YellowPages.ca' Giant Darts Mark The Business Location.
The creative guerrilla marketing campaign was developed by Yellow Pages Group in Canada (yellowpages.ca) to target restaurants, florists, and a variety of other urban storefronts to show how YellowPages.ca could pinpoint consumer search queries for local businesses better than the more general search engines.
The June 2009 campaign created considerable buzz and the local business owners loved the eye-catching darts. A restaurant manager said: “It was good, quite effective, and very eye catching – it became part of the furniture of the patio. It drew people to the patio with great attention to the Dart. We were very pleased.”
The colorful darts were designed to coincide with YellowPages.ca' "The Find Engine" online search.
As a result of the dart campaign, Yellow Pages of Canada reported a significant increase in traffic to their Yellow Pages website (yellowpages.ca), with unique visits increasing 18% versus a year ago.
The Yellow Pages dart stunt also won the coveted Cannes Lion, the top advertising competition in the world.
One of the judges, Lauren Richards, CEO of Starcom MediaVest Group said several aspects of the Darts campaign impressed the jury including the unbelievable logistical effort, and that the campaign was "was so strategically relevant."