The task: remind consumers that Yellow Pages is the best place to find local businesses. And reassure local advertisers that Yellow Pages is still the best place to find customers.

The solution: a nationwide campaign demonstrating ‘localness’ in every execution. Press and posters featured dozens of local landmarks. Radio ads included local references. And for extra drama, outdoor executions included circular saws cutting through 48 sheet posters.

ROI was excellent. Over 70% of advertisers were impressed with the campaign, feeling that Yellow Pages actively supported them. And the Yellow Pages sales force felt empowered to make more and better sales.