hibu, the UK-based local search provider and parent company of Yellowbook in the U.S., is launching its first advertising campaign since rebranding last year.
The ten-week multi-channel campaign, entitled “hibu. Made for Business,” is focused on “helping small and medium size enterprises (SMEs) compete with big business in the battle for mobile and online customers by providing solutions built for SMEs by hibu designers and digital experts.”
The campaign promotes hibu’s three key digital products for SMEs – websites, search and display advertising – and highlights the company’s do-it-yourself digital services as well as its personalized design services.
By using everyday language and graphics drawn by the top illustrators from around the world, hibu’s new advertising campaign creates a distinctive brand personality. The new campaign is designed to show SMEs that hibu’s team of designers and digital experts have the tech expertise and personal touch to help them compete online.
In an interview with MarketingWeek, Laura Broderick, global CMO of hibu, said that the execution of the advertisements, including illustrations, is designed to help hibu stand from among its competitors:
“We didn’t want to just show the product, but the emotional side of the business. A lot of our legacy is about the relationship we have with customers. If you look at our competitors…you do see a variety of [marketing] treatments but we want to stand out not just in terms of messaging but also in the media we use.”
hibu is rolling out its advertising campaign across outdoor, digital, social, national press and radio, as well as internal media , including its magazines, print directories and Internet Yellow Pages. The campaign will appear first in the UK and U.S.; plans for Spain, Latin America and the U.S. Hispanic markets are currently in development.
I think the campaign looks like it will definitely help strengthen hibu’s position as a multi-channel marketing partner for local businesses looking to compete with larger competitors. I’m looking forward to seeing how this campaign resonates with small business owners and marketers. Great job hibu!
