Yellow Pages® is using an innovative approach with digital outdoor advertising in Melbourne to reinforce its position as the most comprehensive source of local business listings for people looking to buy.

Over the six months to June 2009, Yellow Pages® will be using digital billboards at St Kilda and Kew Junction to target consumers with engaging tactical messages that can be changed according to the hour of day, time of year, current temperature or any other topical theme or event taking place in Melbourne.

Yellow Pages® Brand and Marketing Manager, Lisa Mavrodis said being able to adapt and localise messages in high-traffic areas was a great way for Yellow Pages® to demonstrate the sheer volume and relevance of its database.

"One of the core strengths of Yellow Pages® is our data. We have the biggest local business database in the country which is available in print, online, over the phone and on your mobile. People use our content millions of times a week so being able to use this data and provide tailored local messages gives us a very powerful way to reinforce our value to consumers and advertisers," she said.

A collaborative effort of Yellow Pages® marketing team, creative agency GPY&R, media agency OMD and Octopus Media, the campaign employs software that draws on the vast data resources of Yellow Pages® and serves messages to the digital display unit. The choice of data and message is fully flexible and can be edited in real-time, ensuring messages are directly relevant to the local audience and conditions.

Some of the messages used over January have included:

• Weather-related messages such as ‘Feeling hot? Find Air Conditioning from 265 listings in Yellow Pages®’; and
• Economy-related messages such as ‘On a budget? Find an Accountant from 1,748 listings in Yellow Pages®.’

A large collection of illustrations are also available to be served to the digital display to complement each tactical message and to help draw the attention of the audience.

The outdoor media being used in the campaign is:

Kew Junction, Melbourne

A corner site with three separate panels 1) static left-hand billboard supersite (12.66m x 3.35m), static centre panel (1.92m x 3.35m) and dynamic right-hand digital site (9m x 4m)

St Kilda Junction, Melbourne

A dynamic digital site only (8m x 5m)

Client – Sensis / Yellow Pages®
Media – OMD
Creative Agency – George Patterson Y&R Melbourne
Outdoor – Octopus Media

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.