YellowPages.ca breaks alliterative radio campaign
By Adnews Staff
Montreal-based online directory YellowPages.ca will begin a new radio advertising campaign this week in Ontario and Quebec. The six-week campaign, called "The A to Z of solutions at YellowPages.ca," consists of two series of 60-second ads in English and French. The ads use continual alliteration to tell stories about characters who go to the site. The goal of the campaign, created by Cossette Communication-Marketing, is to raise awareness of YellowPages.ca and its proximity search tool. Cossette also managed media planning and buying for the campaign. "In opting for a humorous tone, we were looking to create a strong feeling of brand personality," said Patrick Beauduin of Cossette. "The idea of telling these little stories using the alphabet as a theme not only gives us room to play with different consumer cycles, but also ties everything together by emphasizing the directory's alphabetical classification system."