Wind up toys illustrate how White Pages can help customers in new campaign for relaunched brand
Wind up toys take the place of people searching for answers in a new ad campaign for a rebranded White Pages offering, as it looks to take on Google in the search space.
A 45 second TVC created by The Royals is the centrepiece of the new campaign for the Sensis-owned brand, using a variety of wind up toys as metaphors for how people can run out of steam, and into dead ends as they search for information.
A female voice over explains how “we’re all busy” and “the wrong information can lead to dead ends, and stop us in our tracks” before explaining that “White Pages can lend a hand”.
https://www.youtube.com/watch?v=pgTpTlhUSQ0&feature=youtu.be
The new campaign coincides with a relaunch of the White Pages offering, with the company touting a “12 month long transformation program” moving to a cloud based platform, new internal systems and CRM program.
The marketing push launches on TV in Victoria on Sunday before going nationwide the following week, and will have radio and digital elements.
https://www.youtube.com/watch?v=yqqblh08v9g&feature=youtu.be
White Pages Marketing Director Hayley Jovanovic said: “While the wind-up stars of the ad are very cute, they also clearly show how important it is to find the right information, especially when you’re busy. No matter who you are looking for, or where they are, White Pages is here to help.”
Nick Cummins, executive creative director at The Royals, added: “With the campaign, we simply set out to communicate the relevance of White Pages in our busy lives. No matter what kind of person you are, you always need the right details. I like to think we found a fresh engaging way to bring this to life.”
Credits:
Marketing Director: Hayley Jovanovic
Marketing Specialist: Voula Totikidis
Agency: The Royals
ECD: Nick Cummins
Creative Director: Stuart Nightingale
Creative: Joel Utter
Managing Partner: Andrew Siwka
Head of Strategy: Dave King
Strategic Planner: Andrew Reeves
Account Director: Claire Ambrosio
Account Manager: Dominica Chodorowski
Agency Producer: Chelsea Nieper
Production House: The Sweet Shop
Producer: Nikolas Aulich
Director: Joel Harmsworth
Sound: Front of House
Editing: Refinery
Editor – Graeme Pereira
Colourist – CJ Dobson
Online Editor – Eugene Richards @ The Butchery
