In the spirit of its new national advertising
campaign, the Company challenges the heart, the brain and the
stomach in the decision making process
TORONTO, June 28, 2016 /CNW Telbec/ - According to a
recent survey1 that ran across Canada by Yellow Pages (TSX: Y), a leading
digital media and marketing solutions company, and the independent
research firm BIP, 47% of Canadians go with what their stomach is
asking for when it comes to choosing what or where to eat, as
compared to their brain (26%) or their heart (19%). Contrary to
that, when Canadians are asked about what best describes how they
choose a restaurant, more than half of them (52%) say that they
simply go to their favourite restaurant, which is a decision coming
from the heart. This demonstrates that our emotions, minds and
bodies are often at odds when a decision needs to be made about
what and where to eat.
Based on this idea, Yellow Pages has launched a creative, new
advertising campaign for YP Dine, its free mobile application
dedicated to the restaurant and dining sector. To present the YP
Dine app, the campaign gives the spotlight to three animated
characters, the heart, the brain and the stomach, that can't seem
to make dining decisions due to their different personalities, but
all agree that YP Dine is the smart and easy solution to the famous
question "What do I want to eat today?".
"YP Dine helps Canadians discover, find, interact and transact
with small businesses," said Paul
Brousseau, Vice-President, Brand
Communications at Yellow Pages. "YP Dine is designed to
house all our dining needs in one easy-to-use app, while delivering
a fun and useful experience with top-of-the-line
functionalities."
The survey also revealed that reviews are highly taken into
consideration in the decision making process when booking a table
or ordering-in from a restaurant. In fact, 41% of Canadians
consider recommendations from friends, family or colleagues as a
key element in their decision, while 27% focus on restaurants with
good reviews.
Available on iOS and Android, the YP Dine app can help even the
most indecisive people choose where and what to eat. Users can
access curated lists, read restaurant and food reviews, book a
table or order-in directly from the app.
The digital advertising campaign will feature digital banners,
social media promotion, cinema pre-show, a LaPresse+ take-over and
video ads, and will run until December in Montreal, Toronto, Vancouver, Calgary, Edmonton and Quebec
City. New videos, GIFs and banners will be featured
throughout the campaign's roll-out.
The official 45-second video with the three characters can be
viewed on Yellow Pages' YouTube channel.
A 15-second video with the brain is also available here.
Download the YP Dine app on the App
Store or Google Play.
The campaign was developed and executed in collaboration with
Leo Burnett and Jungle Media.
About Yellow Pages
Yellow Pages (TSX: Y) is a Canadian
digital media and marketing solutions company that supports local
economies by helping neighbourhood businesses reach new customers
and foster stronger relationships with existing clients through its
various media and products. Yellow Pages holds some of Canada's leading local online properties
including YP.ca™, RedFlagDeals.com™, Canada411.ca, 411.ca,
Bookenda.com, dine.TO, DuProprio.com, ComFree.com, and YP NextHome.
The Company also holds the YP, YP Shopwise, YP Dine, RedFlagDeals,
Canada411, 411, Bookenda, DuProprio, ComFree, and YP
NextHome mobile applications and Yellow Pages™ print
directories. In addition, Yellow Pages is a leader in national
advertising through its various channels and services devoted to
North American businesses. The Company also owns JUICE Mobile,
a mobile advertising technology company whose proprietary
programmatic platforms facilitate the automatic buying and selling
of mobile advertising between brands and publishers. For more
information visit www.corporate.yp.ca
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1
|
Survey results
were obtained for Yellow Pages through BIP with 1,084 interviews
conducted among Canadian adults (June 1-June 6,
2016).
|
SOURCE Yellow Pages