This month, YP is debuting a new logo and tagline, “The new way to do,” as part of a multi-channel brand and advertising campaign to highlight the company’s “commitment to be the most efficient tool to getting the job done.” The campaign highlights YP’s mobile app, which underwent a major resign late last month.
YP is positioning its mobile app as a better alternative for people who are busy, want to get a lot done and need YP to connect them with businesses that can help. For example, one ad features the line, “search and you shall only find. yp and you shall finish,” followed by the phrase, “18 million businesses, one app.”
In an interview with Ad Week, Alex Kaminsky, VP of brand and advertising at YP, said YP stands out from search engines, review sites, social networks and other products that provide local business information:
“I wanted to be very explicit that we are not a social media business. We’re not about just searching. We’re about getting things done….The Googles, the Yelps, the other companies – they have great products and they have terrific brands, but I think we have a more active approach to helping people get stuff done.”
YP is rolling out its new campaign with outdoor ads in New York and San Francisco, and will extend to Los Angeles and Atlanta next month. The company is also introducing display, search and pre-roll video ads, as well as radio and event sponsorships at festivals and sporting events.
Additionally, MediaPost reports that YP is building a Facebook app that will invite people to post and share their to-do lists, including “I need to rake leaves this weekend” and “find a wedding gift.” The app will use keywords and geo-targeting to connect people and make recommendations on local companies to help.
I think YP’s new branding, as well as the creative and social media tools it is introducing to support its roll-out, will help position the company as a unique alternative in an increasingly crowded market. I look forward to seeing how the campaign plays out over the coming months.