Yellow Pages
The challenge was to expose people on the streets to the Yellow Pages website, www.d.co.il This guerilla activity was for “Fitness Clubs,” part of a wide campaign showing dozens of different search categories.
The creative solution was a real-sized billboard that was carried around for 10 days by 2 bodybuilders in 20 of Israel’s most busy intersections in Tel Aviv and other key cities.
The result: It received huge coverage in newspapers & Internet sites. Ha’aretz, one of the 3 major newspapers in the country, chose it to be its “Picture of the Week,” elevating it to a news item. Traffic to the website increased by 12% since the campaign aired. Other executions include billboards that actively illustrate the category: “Magnets”, “Flying Lessons,” “Tire Repair,” “Quit Smoking,” “Private Investigators,” and “Kickboxing.”