Yellow Pages

Objectives:
Yellow Pages briefed The Sun to find a way to encourage readers to start using their Yellow Pages again as their own research had shown that people were no longer using their copies.

 

Solution:
The Sun launched a nationwide competition offering readers the opportunity to win a home makeover worth £10,000. In order to win, readers had to get out their Yellow Pages, select a company which they wished to make over their home and send in why they felt they deserved this prize.

 

We created a series of advertorials, launching with a 4-page advertorial supplement, an online competition page, home page takeovers, teaser display activity and further advertorial activity. Content showcased how some of our readers' entries and the final spread showcased our winners and runners up.

Results:

  • Total reach of adults was 16m, equal to 33% coverage.
  • 7,802 total entries to the competition.
  • 17% of readers who saw the campaign said that they would now use their copy of the Yellow Pages more.