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From Yellow Pages print to online expansion with YP app



September 28, 2017 – Comments (0) | RELATED TICKERS: YLWDF , CBS-A , CBS

Inspirational Case - How Yellow pages became YP- USA



Havas Media Group Published on Nov 17, 2014


“How Yellow Pages became YP”

Havas Media USA

Yellow Pages image was too strongly associated with the old paper directory. They needed a fresh start online and an increased brand awareness to connect with local merchants and consumers. How to reach their target, identified as people who aim at finishing their to-do list?

Havas Media designed the YP’s app to help users to get things done instead of googling for services. Thanks to a Partnership with CBS, we associated YP with the radio show “getting things done”, leveraged the brand home page with videos of the app and consolidated the consumers’ proximity by helping to fund community projects.

The brand’s launch was a tremendous success with 23% lift in aided awareness, 1.3 million Facebook impressions and +16% Twitter followers. Also, YP managed to get into the consumers’ daily life as the new way to get things done!

Category Education

License Standard YouTube License

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