Chris Williams
Interactive Designer at AKQA
London, United Kingdom
TitleYell Shelter
Campaign Results for real life -
Advertiser The Yell Group
PostedSeptember 2006
Product Local search engine
Business Sector Yellow Pages & Directories
Tagline Results for real life.
Story ‘Local knowledge’ is the core theme of the six-month campaign introducing’s new strapline ‘Results for real life™’.
The new campaign emphasizes’s product benefits through real-life scenarios showing a useful advantage to locals and visitors alike. The campaign incorporates location-based digital outdoor concepts, online ads, posters, TV sponsorship and cinema.
Philosophy Accomplishing an industry-first, LED bus supersides equipped with GPS tracking display geographically targeted ads highlighting local businesses. has retained a fleet of 25 buses that carry messages that change to match the locality as the bus travels within specific areas of Central London.

Digital 6-sheets on bus shelters include interactive screens highlighting local shops, restaurants and bars. Each execution is bespoke to the location and pedestrians can interact with the poster to reveal a local map showing the shops, restaurants and bars within walking distance, or a simple bus journey away.
Media Type Transportation & Vehicles
Market United Kingdom
Executive Creative Director
Art Director
Account Executive
Account Director
Graphic Designer
Graphic Designer
Production Company

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