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The U.K.’s Yell.com lets consumers find local businesses through interactive touch screens in bus shelters and on GPS-enabled ads on buses.
The outdoor effort includes online, TV and theater ad components and was designed to spur usage of Yell.com’s online local search listings and to “alter perception of the brand,” according to Barbara Newman, head of Yell.com’s communications and brand development, writes ClickZ. Independent agency AKQA developed the campaign.
The interactive ads have been placed in 20 locales in the U.K. in the hopes of showing practical use of the service and the local relevancy of Yell.com’s listings. The GPS-enabled ads will also be emblazoned on the sides of 25 central London buses. The messages on the sides of the bus will change according to geographical information. Video banner ads are aimed at broad audiences on sites such as Lycos and AOL, and video ads are also being used in train stations and on travel oriented sites online.
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