A Canadian town has been victim of a dart attacks as yellowpages.ca promoted its new website. Giant arrows were placed on restaurants, shops and commercial cars to represent the online search engine as ‘fast’ and ‘targeted’. Yellowpages had three main goals for this campaign: increase usage, create buzz for the brand/service and excite current retail customers. The challenge: demonstrate this in a dramatic, relevant way.

This campaign has also been backed up by a series of television adverts in which a giant yellow dart crashses down unexpectedly in everyday situations.

What’s next? The promotion of the whitepages.ca?