The right advertisement in the right place

Yellow Pages advertisement, Granville SkyTrain station, Vancouver, BC

Yellow Pages advertisement, transit shelter, Vancouver, BC

Yellow Pages has rolled out a big campaign for its yp app. Like many directory services, the Yellow Pages has suffered at the hands of Google.

No longer do we need to have anything but a smartphone with a browser to search for any business or service that we might need. So how can a brand like Yellow Pages strike back?

The advertisements for the yp app are a great use of transit locations. Each advertisement is designed specifically for the location where it is placed. Overall, a great match of clever creative with a great media buy. The need is matched with the location and the nearby businesses.

Of course the question is will consumers see value in the yp app, or just continue to use Google as their default search tool?