Australian IT - Sensis set for re-launch (Simon... -
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Last Visited: 6/17/2004
Amanda Brook, general manager, marketing, who joined Sensis two months ago, says it is hoped Sensis will be come the byword for information in the same way that Google has become shorthand for an internet search.
The reach of the company will extend to Sensis-branded wireless products and voice products as well as search.
Brook says the broad way in which Sensis offers its services, through printed directories, phone lines and online, means the company can position itself as the most accessible and simplest source of information.She says consumers can be drawn to the Sensis name as a source of information without having to worry about delving deeper for their answers, such as having to chart their way through multiple websites.
The campaign is the most significant initiative since the formation of Sensis and is also the first work outside of the Yellow Pages done by agency Young & Rubicam.The agency was a surprise choice for the Sensis business after Sensis, and before that Pacific Access, had spent several years with Clemenger BBDO.Clemenger had created award-winning campaigns for Yellow Pages including Not Happy Jan.
Pacific Access was also the first directories company to bring its services online 10 years ago and Brook admits that the new branding campaign is also aimed at attracting back consumers who tried the system in its early years but were turned away by its "clunky" nature.