Yell.com, the international directories company has launched the world’s first localised, real time, and destination-specific digital Out-of-home campaign to showcase Yell.com’s local business information and reviews.
The content was created to match the locality – if the next departing train was bound for Southend at lunchtime, the screen’s copy might broadcast, “Heading to Southend? Try Southchurch Park Café.”
The digital billboard also displays the business’s contact details and a customer review from Yell’s website with the strapline “Yell.com for reviews, wherever you’re heading”.
The creative will run at stations in London, Liverpool, Leeds, Birmingham, Manchester, Edinburgh and Glasgow. There are a total of 454 different reviews and 31 different destinations.
Ad agency Rapier partnered with digital production specialists Grand Visual to create the campaign, using Grand Visuals OpenLoop platform to stream relevant content to the screens.
The use of JCDecaux’s Transvision screens forms part of a large scale Outdoor, press and digital campaign supporting Yell’s most recent product innovations. The full campaign runs until 27 March 2011.