June 16, 2005
Revolution Magazine: Yell.com is launching a suite of seasonal interactive ad campaigns, which target creative to regional weather conditions.
The first wave of creative, running until July, aims to promote Yell.com's range of services and is based on the "great British summer". It will be followed by a new push in autumn.
Expandable skyscraper ads predominantly targeting London's office workers will show maps of the UK displaying the weather in different regions, with a real-time weather feed triggering different creative executions depending on local conditions.
The ads suggest a suitable activity according to the city it is viewed from: a user logging on to www.thisislondon.com on a warm day in the capital will see a "sunny, outdoor" execution. If it is wet, the ad might suggest visitors search its directory for bowling alleys.
The campaign, developed by agency AKQA with media planning from i-level, involves home-page takeovers on Tiscali and Yahoo!, and targets information sites including Trainline, London Eating and Streetmap. Yell.com is aiming at the 20-26 age group through ads on music and entertainment sites including Mean Fiddler, The Raft, Channel 4 and Big Brother, and creative is further tailored to the site it is placed on: users of Property Finder will see an execution tailored to those searching for a house on a hot summer's day.
Yell.com ads to reflect weather come rain or shine [Revolution Magazine]
By Marcel Sim @ 6:34 AM | Advertising | Comments (0) | Article Link
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