YP - CAN DO THAT
The Yellow Pages is a 130-year-old brand that everyone knows. yp is the modernized version of the Yellow Pages. It's a new site and a new app, and it's still the most efficient path from to-do to done. But yp had a problem: an unaided brand awareness of 10%. We needed to let the “Doers” of the world know that yp is an action brand that can help them do, well, pretty much anything. This required communicating a very simple message: If you want a million search results, use Google. If you want to read 100 consumer reviews, use Yelp. If you want to connect with local businesses to get your to-do list done, use yp.
The “Can Do That” campaign featured TV spots airing on the major networks during primetime, a takeover of Grand Central Station, a strong presence in digital, social and radio, and a massive out-of-home buy in Los Angeles, New York, San Francisco, Seattle, Nashville and Atlanta. The new and improved yp app was downloaded 300,000 times during the campaign, and yp's mobile ad revenue reached $378 million in 2013—second only to the Facebook app.
I assisted during a brand workshop at yp’s Atlanta headquarters and led research efforts as we identified ownable territories for the brand. I also led internal briefings for a variety of projects in subsequent years of the business, helping shape the messaging strategies for social and experiential activations. Additionally, I acted as a production assistant for a variety of projects, including voice over recordings for radio and pre-roll content.