IF THE CONSUMERS WOULD NOT GO TO PAGINASAMARILLAS.ES, THEN PAGINASAMARILLAS.ES HAD TO GO TO THE CONSUMER. AND WHAT BETTER TIME TO DO SO THAN WHEN THEY HAD FOUND WHAT THEY WERE LOOKING FOR. WE REACHED AN AGREEMENT WITH PAGINAS AMARILLAS'S MAIN CUSTOMERS (MOSTLY SMALL- AND MEDIUM-SIZED BUSINESSES AND LOCAL BUSINESSES), AT NO COST TO THEM, WHERE WE PLACED AN IMAGE AROUND HUNDREDS OF STORE SIGNS WHICH MADE IT SEEM THAT THE BUSINESS’S NAME WAS IN THE PAGINAS AMARILLAS SEARCH FIELD. THE MESSAGE WAS CLEAR. NOBODY COULD DENY GOOGLE’S GLOBAL DOMINATION, BUT YOU COULD QUESTION ITS ABILITY TO FIND THAT LITTLE FORGOTTEN NEIGHBORHOOD BUSINESS WITHOUT A WEB PAGE OR A MARKETING BUDGET.

THOUGH IN THE MIDST OF A FINANCIAL CRISIS, 100% OF THE BUSINESSES WHICH TOOK PART IN THIS ACTION RENEWED THEIR ADS IN PAGINAS AMARILLAS AND 20% TOOK OUT LARGER ONES. ONCE THEY DISCOVERED THIS NEW FORMAT, MANY BUSINESSES DECIDED TO PLACE ADS ON THE WEBSITE AS WELL, INCREASING THEIR REVENUES BY 12%. OVER THE COURSE OF THE ACTION, SEARCHES FOR LOCAL BUSINESSES DOUBLED. MOST IMPORTANTLY, THE PERCENTAGE OF VISITORS WHO HAD BEEN REDIRECTED FROM SEARCH ENGINES SUCH AS GOOGLE DROPPED BY 25%, WHILE THE NUMBER OF VISITORS WHO TYPED PAGINASAMARILLAS.ES DIRECTLY INCREASED SUBSTANTIALLY. ALL OF THIS WAS ACHIEVED WITH THE BRAND’S OWN SALES FORCE, USING THE SHOP SIGNS OF THE CLIENTS, AND WITH A LIMITED BUDGET OF 40 THOUSAND EUROS.