Yellow Pages begins lemonade stand campaign
Toronto-based Yellow Pages has begun a national advertising campaign promoting its line of digital services to small businesses. The campaign depicts the installation of a storefront in Toronto called The Lemonade Stand, which operated from April 30 to May 8. The store was promoted using Yellow Pages digital marketing services including a website, Facebook page, search engine marketing, videography, photography and digital engagement activities. According to the company, the store received approximately 1,100 customers during the week. The proceeds were donated to local causes.
The campaign will run until November. It includes conventional and specialty television advertising, sponsored online video and posts, pre-roll video and a series of digital executions with La Presse. The campaign was developed by Leo Burnett and Jungle Media.
"Yellow Pages generates close to half a billion in digital revenues annually, services over 244,000 small businesses across Canada, with the majority buying digital services from us, and we have among the highest-trafficked digital network in Canada," said Paul Brousseau, vice-president of brand communications at Yellow Pages. "A lot of our strength lies in the daily services and guidance that our employees provide to our customers and we wanted to showcase that. It was also important to us that small businesses across Canada continue to associate the brand with measurable, results-driven digital marketing and services tailored to their specific needs."