THE TELEPHONE GUIDE/YELLOW PAGES RELAUNCH, THE NETHERLANDS
Background
De Telefoon Gids in The Netherlands has been a household name for over 130 years. The guide contains information about thousands of businesses from all over The Netherlands and is often the first point of reference for many locals. DTG operate on three different platforms; the physical book, the website and the mobile website. They previously received c.300, 000 visitors to the mobile phone site m.detelefoongids.nl per month.
The Project
De Telefoon Gids aspired to develop and market the re-launch of their mobile directory service, as a rival to Google and Yahoo in The Netherlands. The strong DTG name was linked with a paper directory that was perceived to be inconvenient and irrelevant in the modern internet-based world. The business objective for this campaign was to increase traffic to the mobile phone site to c.450,000 visitors per month by the end of the year.
Approach
Through research it was established that the guide was used most often when the customer required information there and then. This led to the development of the slogan ‘When you want something now…’ which combated the view that DTG was outdated and inconvenient. The mobile and internet strategy designed by Community involved full screen takeover and pre-roll advertising. Community also created a viral campaign, which gave customers the chance to star in a DTG TV advert. Customers would upload their image to the website to be transformed into the sushi chef featured in DTG’s television campaign. This approach reflected the modern interest in celebrities and stardom and actively involved customers in the campaign while also raising their awareness of the brand. Visit http://www.chefjezelf.nl/
Result
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