With the drop in Yellow Pages' image our brief was to connect a younger audience to the brand. Yellow Pages wanted to make a younger audience aware that it's not about heavy books with lists anymore but about digital interfaces.

We decided to create content: The First Reality Billboard: Survivor Winner VS the Big Brother Winner Inside a giant billboard. The 2 reality stars were placed inside the billboard and were given tasks. The Outdoor Event was broadcast LIVE to 3 online channels. Participation and voting could be done using only Yellow Pages digital interfaces.

Stage AApp launch (Stage A Folder). First campaign using Eliraz after winning Big Brother, thus got a good media coverage (Stage A PR Folder).Stage BPR items uncover details about event. Photo-shoot released to media (Stage B PR Folder). PR communication sent to media (#1+2 in Stage B Folder). Yedioth Aharonoth (Stage B PR Folder). Survey - popularity of contenders (#3+4 in Stage B Folder). TV promo; internet, radio, press (Stage B Folder). Materials sent to media (Stage B Folder). Media coverage (Stage B PR Folder)Stage CEvent. 3 internet channels LIVE – Mako, Walla and the YP minisite. LIVE banner in Walla (Stage C Folder). 15 mini episodes edited. Didi Harrai, leading youth anchor (103FM), radio show covering the event and participated in the tasks (Stage C Folder). Media coverage (see Stage C PR Folder).Stage DPR announcement - Ultimate Reality Winner (Stage D Folder).

65,000 app downloads, 174,038 unique visitors, 111,001 votes, Facebook fans more than doubled, +28% increase to Yellow Pages site, local and international PR.

Reality Billboard was presented at the Mipcom Media Festival. Endamol, the leading entertainment company in the world, has bought the format for international distribution.