Yellow Pages was once an essential resource in every household to find all the information about your community. But in an era of apps, blogs and up-to-the-second Twitter feeds, people see Yellow Pages as a "dusty old book" and not as the go-to resource for everything you need to know about local.

Need to find something? Google it. Need directions? Thanks, Yahoo. Want to find a nearby restaurant? Yelp's got it covered. These digital category leaders changed the competitive playing field and Yellow Pages found itself playing catch-up.

The challenge was to help accelerate Yellow Pages' digital transformation by leveraging its mobile app and repositioning the brand as the digital resource for the best local neighbourhood knowledge.

In online research amongst specific neighbourhoods, the brand found and articulated three "Cultural Fuels" worth tapping into to make the communications more compelling and influence people's behaviour:

• Rurbanism: people's increasing desire to find brands and services that reflect rural ideals of community pride and support.
• Neighbourhood Pride: Canadians' unprecedented emphasis on their neighbourhood as expressions of identity and connectedness.
• Narration Economy: people's preference for brands and products that have a unique narrative not mass monologue worth telling others.

These fuels resonated with YP's core competency, and while dormant, YP still had credibility as a local expert based on its long and reputable history. To shine a light on it again, but in a new and digitally relevant way, a citywide, multichannel campaign called "Highlight Your Hood" was created.

Specific neighbourhood hot spots were micro-targeted where YP could showcase a variety of unknown local neighbourhood gems to the greatest number of people.

Focusing on the GTA, from the streets, to online, outdoor and newspaper; all media allowed for hyper-local messaging tailored about and for the specific neighbourhood. Over a hundred customized illustrations worked in conjunction with micro-local headlines to drive the awareness, relevance and credibility of YP's hyper-local knowledge. At night, digital, mobile and night projections were used to marry context and content so relevant local 'evening' information could be served up when people would be looking for it.

Break-through and prompted recall achieved 65%. Total mobile visits to YP increased +21% during the campaign period vs. period year. The GTA program was so successful that it is now being rolled out to other markets across the country. In addition, based on all of YP's advertising activities in 2013, app awareness increased from 28% Q4 2012 to 39% Q4 2013. These results proved that YP was starting to accelerate its digital transformation.