Sección Amarilla USA (SAUSA), the Spanish-language yellow pages, renowned in Mexico, entered the U.S. in 2008 with a new search portal dedicated to the Hispanic market. The search engine was existent but never received marketing support.
Pólvora was contracted to develop a creative and media campaign that would educate and drive Latinos to the new SAUSA portal.
Cable TV, spot radio and online media.
The creative campaign reminded Latinos that "to succeed in the U.S., one must be well informed" and SeccionAmarilla.com was the portal that helped Latinos find the things that were important to them.
After the first month of the campaign launch, SeccionAmarilla.com:
Visit Up: +55% • Bouce Rate Dropped: -13 Points • Time spent on the site increased: +5%
Unique Visits went up: +52%