AT&T's YELLOWPAGES.COM Launches 2007 National Advertising Campaign
"Need something?" Ads Use "We wrote the book on local search" Tagline, Build on 2006 Campaign Successes
Pasadena, California, February 19, 2007
YELLOWPAGES.COM (www.yellowpages.com), a subsidiary of AT&T Inc. (NYSE: T), today announced the kick-off of its multi-million dollar 2007 national advertising campaign, positioning the site as the online authority for local information.
The campaign will use a mix of early morning and late night network TV spots, high-profile cable TV spots and online placements to increase brand awareness and drive consumer usage of YELLOWPAGES.COM.
The campaign conveys a central theme — "Need something?" — by using situational comedy to illustrate how YELLOWPAGES.COM provides its users with the products and services they need to get things done in their daily lives. In each ad, a humorous set-up shows someone conducting a task in an offbeat, unexpected way — such as jogging up an office building escalator for exercise. The phrase "Need something?" appears and positions a search on YELLOWPAGES.COM as the solution — e.g., a search for "health clubs." Ads end with the tagline, "We wrote the book on local search."
The campaign builds on the success and momentum of the company's 2006 campaign — its first national advertising effort. As a result of last year's campaign, YELLOWPAGES.COM is the Internet Yellow Pages leader in unaided brand awareness among consumers, according to research group Hall & Partners, and 69 percent of small businesses say they are either currently advertising on the site or are likely to advertise on the site.
Additionally, nearly 75 percent of YELLOWPAGES.COM users are likely to recommend the site to others, according to the research.
"Our 2007 ad campaign will continue to cleverly communicate that YELLOWPAGES.COM is the logical place for people to go to find what need locally. We saw terrific success with that approach last year, including tremendous growth in site and mobile application usage," said Matt Crowley, Chief Marketing Officer for YELLOWPAGES.COM. "By developing an ad campaign that builds brand awareness and drives search activity, we expose Web users to a valuable resource and offer our advertisers greater value by giving them increased exposure to consumers."
The ads were created by Austin, Texas-based GSD&M, which YELLOWPAGES.COM selected as its advertising agency of record for both creative and media in August 2005.
The YELLOWPAGES.COM Network received approximately 1 billion searches in 2006.
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YELLOWPAGES.COM LLC is a subsidiary of AT&T Inc. Formed in late 2004, the company operates a leading IYP and local search site, YELLOWPAGES.COM. The YELLOWPAGES.COM Nationwide Network provides exposure to up to 31.6 million monthly unique visitors for local information (comScore Media Metrix, December 2006).
*The unique visitor number for the YELLOWPAGES.COM Nationwide Network (Custom Entity) includes unduplicated visitors for the following sites: YELLOWPAGES.COM, AOL Yellow Pages, Switchboard, Yahoo! Local, Yahoo! Yellow Pages and AnyWho.
AT&T Inc. is a premier communications holding company in the United States and around the world, with operating subsidiaries providing services under the AT&T brand. AT&T is the recognized world leader in providing IP-based communications services to businesses and the U.S. leader in providing wireless, high speed Internet access, local and long distance voice, and directory publishing and advertising through its Yellow Pages and YELLOWPAGES.COM organizations. As part of its three-screen integration strategy, AT&T is expanding video entertainment offerings to include such next-generation television services as AT&T U-verseSM TV. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at www.att.com.
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