We created an experiential event to tour 20 major shopping centres across the UK, spanning 10 months. We reached nationwide audiences in stores, online via social media, and in the local press. We planned, strategised, and developed a creative concept that would be relevant to Yell’s brand transition and would attract as many people to the stand as possible. The ‘Just Yell’ campaign we devised was based on a clever double meaning, playing on the brand name and creating an immersive competitive element to attract people to the eye-catching, on-brand stand.

Consumers were invited to “just yell” in our sound-proof booth which measured their volume and potentially won them a place on our leaderboard. Participants could have footage of their yell emailed to them, which increased social media coverage with user generated content and created hashtags. The stand and leaderboard were both created with social coverage in mind. We also had celebrity guests such as Alison Hammond, Lorraine Kelly, James Nesbitt, and Shane Ward take part and give interviews for local media at 6 of the 20 venues.