Media First: Yell.com Launches Destination Specific Outdoor Campaign
Today Yell.com, the international directories company, is launching the world’s first localised, real time, and destination specific digital out of home campaign to promote its local business directories. The campaign will run on JCDecaux’s Transvision screens at busy rail stations across the UK and will syndicate content from Yell.com’s online directory with the destination of the next departing train.
The campaign features information from www.yell.com about local businesses including public user ratings. This information is syndicated with the National Rail’s database to identify and target defined segments from the 3 million weekly Transvision rail audiences with destination specific content.
The campaign was created by Rapier and digital production specialist Grand Visual and uses our OpenLoop platform to stream content that is contextual to the audience’s home location and publishes it on screen. For example if the next departing train is to Southend-On-Sea at lunchtime, the copy may include “Heading to Southend-On-Sea? Try Southchurch Park Cafe 01702 603 486” and then provides a customer review “A great place for coffee and cake, or tea and biscuits” and finally the strapline and call to action “Yell.com for reviews wherever you’re heading.”