|The Effie Goes To ...
By: Jeff Louis
SuperMedia and TM Advertising were recognized at the North American Effie Awards with a Bronze 2010 Effie in the Media Companies category for their work on the SuperGuarantee program, according to a press release.
The Effie Awards honor significant marketing and advertising achievements by recognizing efforts that contribute to a brand’s success.
SuperMedia is the official publisher of Verizon print directories, distributing 136 million Verizon Yellow Pages, Verizon White Pages, and Verizon Yellow Pages Companion Directories per year in 32 states and the District of Columbia. In addition, they publish and distribute directories for FairPoint Communications in Maine, New Hampshire, and Vermont.
And you thought the Yellow Pages were dead (me too!).
The SuperGuarantee program is SuperMedia’s effort designed to lower consumer risk when hiring contractors and other service-type businesses. If a consumer isn’t satisfied with the service when using a participating SuperGuarantee business, SuperMedia will work to meet consumer expectations. If the issue goes unresolved by the service-provider, SuperMedia will reimburse consumers for their costs, up to $500. The program runs nationally.
As the Internet’s become the go-to information source for local business, phone books have been on the outs. Why keep 1,000 page volumes that don’t fit on bookshelves when you can simply jump on the laptop, find a business, read reviews, and get directions?
Scott W. Klein, CEO of SuperMedia, reported that the program is working.
“For the first time in years," he said, "we are seeing increases in possession and usage in our top 100 directories, an overall increase in call counts for our clients in those markets and positive feedback from clients. Our clients are seeing the benefits of the SuperGuarantee program from advertising in the Verizon® Yellow Pages, Superpages.com®, Superpages Mobile®, and SuperpagesDirect® direct mail products."
Bill Oakley, managing partner/chief creative officer at TM Advertising, is proud of the resurgence of the Yellow Pages brand.
"Working with SuperMedia on its SuperGuarantee program has been like no other," he said. "We've been part of a brand rebirth."
The campaign and program has also been recognized as 2010 "Best of Show" and "Most Effective Integrated Marketing Campaign" by EIMA (Excellence in Interactive Marketing Awards). They’ve also won the 2010 Industry Excellence Award from the Yellow Pages Association for innovative execution and results, and from the USPS (U.S. Postal Service), receiving the 2010 Creative Business Solutions Award for the unique work differentiating direct mail, SuperpagesDirect.
The campaign is innovative, capitalizing on a guarantee for consumers. Despite this success, I’m still a laptop guy. Bringing back the Yellow Pages seems like step in the wrong direction, akin to resurrecting dinosaurs.
Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!
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