White Pages Rebrands and Relaunches with New Consumer Campaign
White Pages, via agency The Royals, Melbourne, has launched a new consumer campaign, highlighting the complete upgrade and rebrand of the iconic directory network.
The rebrand is far from a simple logo change: In the background, a 12-month long transformation program has moved the White Pages to a cloud-based platform, re-engineered internal systems and installed to a world class CRM program in order to future-proof the business. The platform has launched with a responsive website, an intuitive app and a completely new search capability.
White Pages Marketing Director Hayley Jovanovic says the new campaign demonstrates the White Pages core values in an engaging and entertaining way.
"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, executive creative director at The Royals, says it's an exciting time for the 136-year brand: "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!"
Marketing Coordinator: Voula Totikidis
Marketing Director: Hayley Jovanovic
Creative Agency: The Royals, Melbourne
Creative Director: Stuart Nightingale
Strategist: Andrew Reeves
Producer: Chelsea Nieper
Executive Creative Director: Nick Cummins
Managing Partner: Andrew Siwka
Head Strategist: Dave King
Creatives: Joel Utter
Account Manager: Dominica Chodorowski
Account Director: Claire Ambrosio
Production Company: The Sweet Shop
Director: Joel Harmsworth
Producer: Nikolas Aulich
Edit Company: Refinery
Editor: Graeme Pereira
Online Editor: Eugene Richards @ The Butcher
Post Production / VFX
Colourist: CJ Dobson
Music Agency: Front of House