Yellow goes from nerd to cool
When Yellow briefed us to concept and produce a fresh new integrated lead generation campaign for their Google AdWords, changing them from nerd to cool was our priority. Previously, Yellow’s brand perception was not always the ray of sunshine their name suggests, people saw them as a faceless and un-human corporate. This had to change.
What we discovered
Before Yellow got us started on the campaign, we did some strategic work on branding their AdWords team. The aim being, to provide a younger, more appealing human face for the company. Yellow eventually settled on the name AdNerds for their smart young team of AdWords professionals.
What we did about it
Enter… The Transformation Story. It was time to get to work on developing a series of digital ads and landing pages that would highlight Yellow’s successful customer stories – one person’s story is always more powerful than a company story. People relate to people.
By focusing on their young AdWords team, and getting to know their needs better, we matched their existing customer stories to specific value propositions that would resonate with individuals, not robots.
