To re-position Guia de Publicar Paginas Amarillas (Yellow Pages) as the most important and complete solution in the search of products, services or professionals.To remind people that they can find absolutely everything that they are looking for in Guia de Publicar and that it is always close to everyone (next to the phone, at the office, on the desk, etc).To refresh the communication through tone and form.

Refreshed the brand image.

Increase of about 15% in calls.

Aware of the distinctive function of “Páginas Amarillas”, where you can find anything you are looking for, we decided to face the communication the other way around. We didn´t go for the ordinary, saying that everything is in the Telephone Guide. Instead we chose to say “The Telephone Guide is everywhere”.

We used media in different places and try to surprise with the message.

Under the "Invasion" concept, we were seeking for communication opportunities, with the objective of reaching consumers in non traditional ways, messages or places using out-of-the-box or humorous messages. To get into their every day life through other ways rather than the ordinary media. Additionally, the copy will interact or relate directly with the media, the message and the form.