UBD-Gregory’s Street Directory launches a new campaign in South Australia via Brand Story

A new campaign for the UBD-Gregory’s Street Directory has recently commenced in South Australia via Brand Story, a strategic research and brand strategy consultancy.

It’s designed to re-establish the directory as the Navigational Tool of choice for the organised mind; people who value knowing where they are going as well as where they are.

Says Alison Gardiner, the marketing manager of Hardie Grant Explore (HGE), publishers of the directory: “It’s a big claim but with the UBD Gregory’s street directory you have certainty.”

There’s been considerable development in, and fragmentation of the navigational tools category in recent years with a range of tools now being used for navigation including; PC/Laptop websites, InCar GPS and Mobile apps. As a result hard copy directory sales have been in decline.

HGE commissioned Brand Story to conduct research to establish the nature of the opportunity for the brand as well as to underpin development of marketing activities.

Says Steve Sheppard, managing director of Brand Story: “Quantitative research amongst a sample of 800 adults revealed that directories lead the market as the tool most associated with ‘setting out’ i.e. giving the driver the ability to see the whole journey ahead immediately prior to a trip which is a key stage in trip planning.”

Brand Story recommended that this critical role needed to be capitalised on and developed the new tagline; ‘Know. Then go.’

Brand Story also recommended that to provoke a reappraisal of the directory, users of navigational tools would need to be reminded of the fallibility of Mobile apps and InCar GPS.

Says Sheppard: “The bus back campaign targets ‘drivers’ who habitually use GPS or mobile phones to navigate with and who have experienced the frustration and stress due to connectivity and technical issues.”

The new campaign comprising 3 executions has just commenced in Adelaide and will be rolled out to Perth and Brisbane in October – November this year and other states in 2014.