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SUPERPAGES

Nobody buys a directory - you either keep it in the house or toss it off the front step. For an upstart like the SuperPages, brand awareness was the only way to encourage consumers to hang on to the book. The product offers one distinct advantage to users that Bell's 30-year-old Yellow Pages doesn't: it covers the entire Greater Toronto Area in one volume. The campaign communicates this message while illustrating that the listings are real people and real businesses that provide products and services to solve your needs.

Advertising contributed to double-digit growth for the client, and won Palmer Jarvis DDB a Gold Lion at Cannes 2003. A recent Ipsos-Reid survey indicates that 57% of Toronto consumers now report having the SuperPages directory in their homes, surpassing the leading competitor's retention rate of 54%.

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