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MediaMind teamed up with digital marketing agency Clemenger Proximity Melbourne and Melbourne game developer Millipede to launch what may be a world first – a digital game app that works across billboard, computer and smartphone advertising platforms.


The Yellow Pages Yellovator computer game launches this week on outdoor interactive billboards in major Australian cities Melbourne and Sydney. People standing nearby the billboards can use their smartphones to control the game. Users can also use their smartphones to join and play the Yellovator game in their browser or in a web banner on their computers on Ninemsn, Yahoo and Bigpond sites.





Yellow Pages is targeting the game at younger tech-savvy Australians as part of campaign to dislodge perception that the Yellow Pages directory is mainly a paper door stopper, and instead is now on more devices than ever before.


Carolyn Bollaci, MediaMind’s Country Manager ANZ, said: “Yellovator shows the market just what digital can do to create really rich and engaging brand experiences for audiences. This innovation is a collision of great talent, advanced ad platforms and adventurous clients and it shows just how the market is breaking beyond traditional display ads.”


Chris Howatson, Group Account Director at Clemenger Proximity, said: “Yellovator is an entry point into the brand for younger segments who are yet to have a heavy need for Yellow Pages or for digital natives who may have historically rejected the brand. Through entertainment, we’re reconnecting with these audiences and, in doing so, seeking permission to be relevant in future usage occasions.”


To play the game, a person stands in front of the billboard and waits for the billboard to detect their phone and give them a player number. They can play Yellovator by themselves or against others.


The billboards are at high traffic spots in Melbourne and Sydney, and the campaign will run until 30 September.

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