In a press release published by AT&T this week, a rebranding ad campaign was announced that will kick off with a series of ads intended to reposition YellowPages.com as the new YP with a message to users — “live locally.” The press release explains:
The multimillion dollar campaign shines the spotlight on how the YP brand can help users to experience more, do more, and ultimately live more through a better local search experience. Inspirational advertisements across national TV, print, digital and local-market outdoor ads capture the evolved brand personality and position YP as a brand that understands the intent behind a local search. Each ad builds on that theme by sharing a person’s story and real motivation behind their search.
“This major brand campaign reflects how much the YP brand has evolved and how it continues to play a significant role in consumers’ lives,” said Erick Soderstrom, vice-president of AT&T Brand Management and Advertising. “The TV spots kicking off this week emphasize that the YP brand isn’t just an everyday utility, but something that encourages users to spend more time discovering and doing the things they love.”
As BrandWeek reports, “the campaign’s goal, according to Erick Soderstrom, vp of brand management and advertising at AT&T, is to move beyond the basic, or ‘functional’ side of local searching and into the ’emotional’ side. The message is targeted toward consumers ages 18 to 35, who are heavily immersed in the idea of ‘experiences.’ The company calls these local search users ‘digital do-mores,’ or people who are ‘very multifaceted, very mobile and digitally savvy,'” Soderstrom said.
YP.com is one of the top 40 Web domains in the United States, according to BrandWeek, and the new campaign and local focus will undoubtedly help to keep it there. Can AT&T successfully build YP.com into an emotional brand linked with experiences? Given AT&T’s reported focus on the mobile consumer audience for the new YP.com, it appears they’re on the right track. However, it seems that a mobile-social element is the puzzle piece that could take this effort to the next level of success. For example, there is a reason why people like foursquare.
What do you think?
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015