YellowPages.ca is looking to bring consumers closer to its listed businesses with a newly launched “deals” feature that allows users to scroll through local deals and promotions.

The deals are aggregated from RedFlagDeals.ca as well as participating brand websites to compile a daily list of promotions for users to search through. The new feature can be accessed on both the Yellow Pages website and its mobile application through a deal tab or by searching business listings.

A TV campaign is underway with 30-second spots being aired on Global and CTV during shows such as Desperate Housewives, House and The X Factor, as well as on specialty channels including National Geographic Channel, Showcase, Slice, HGTV, The Weather Network and the History Channel, Matthieu Houle, director, mobile & platforms, Yellow Pages Group, tells MiC.

Touché!PHD handled the media and Taxi worked on the creative for the campaign.

“Consumers nowadays love searching for deals, and more and more of this is done via mobile phones, [with] 49% of Canadian shoppers [using] their smartphones to access price information,” says Houle, reciting statistics from Ipsos Reid’s May 2011 report.

“Yellow Pages Groups is all about bringing business leads to its advertisers,” he adds. “Leveraging their deals and promotions with a feature on the Yellow Pages business search results will help them drive ready-to-buy consumers to their business.”

The promotional TV campaign will also highlight a Yellow Pages contest that gives Canadians the chance to win a daily prize of $1,000 and a grand prize of a trip valued at $5,000.

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