White Pages bids for relevance in fun robot ad

12 September 2016

Creative Agency: The Royals

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White Pages' first campaign in six years taps into the nostalgia of old-school wind up toys as it looks to the future and positions it as a source of fast information.

White Pages is launching a campaign to highlight the transformation of the 136-year old company and demonstrate how it remains relevant in a world of online searches where Google is the first place many people turn when looking for any kind of information.

Over the last 12-months White Pages has transitioned to a cloud-based platform, installed a CRM programme designed to 'future-proof' its business and launched a responsive website.

The 'Who. Where. Here' campaign was created by The Royals and will launch with TV, followed by radio and digital.

The voice-over states: “We're all busy doing this and that, trying to find who we need and where we're going in a hurry. But the wrong information can lead to dead ends and stop us in our tracks. White Pages will lend a hand with thousands of details updated every day.”

White Pages marketing director Hayley Jovanovic says: “While the wind-up stars of the ad are very cute, they also clearly show how important it is to find the right information, especially when you’re busy. No matter who you are looking for, or where they are, White Pages is here to help,” she said.

Nick Cummins, The Royals ECD, says: “With the campaign, we simply set out to communicate the relevance of White Pages in our busy lives. No matter what kind of person you are, you always need the right details. I like to think we found a fresh engaging way to bring this to life. It still makes me smile - and I’ve seen it 400 times!”

The campaign will roll out nationally.


Agency: The Royals
ECD: Nick Cummins
Creative Director: Stuart Nightingale
Creative: Joel Utter
Head of Strategy: Dave King
Strategic Planner: Andrew Reeves
Production House: The Sweet Shop
Producer: Nikolas Aulich
Director: Joel Harmsworth
Sound: Front of House
Editing: Refinery

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