YP Websites

Canada's Most Improved Website

Role: Designer/Art Director

To demonstrate how YP works with small businesses to make the most of their online presence, we’ll find the worst websites in the nation and transform them for the better.

Phase 1: Internal Launch

This program will be big news for YP and we want to build the excitement within the company leading up to the launch. So the week before the contest opens to public nominations, we’ll get YP employees to kick off the search for the worst websites and submit their worst SMB website to the contest page. 

And for a little incentive, we’ll pick the 3 worst websites and whoever nominated them gets a bonus day off. This weeklong soft launch will help pre-populate the contest page with dozens of examples, and ensure that it’s functioning properly.

Phase 2: Launch

Contest Site:

We’ll host the contest site within yp.ca, and count on the team at YP websites to flex their digital muscle to build a site that looks and works great. Visitors will be able to nominate websites, view and vote on the nominees, and submit their business to win a free website even if they don’t have one.

Launch Communications:

Banner 1:

We’ll catch some eyes by using visuals and icons from the world of really bad websites.

Banner 2:

Banner 3:

Videos

Page Takeover

Visitors to popular websites (Yahoo!, The Globe and Mail, La Presse) will be greeted by a hilariously outdated and carelessly designed version of the site they were expecting to find.

Reveal Message:

If your business’ website looks worse than this, we have one word for you: CONGRATULATIONS!

Yellow Pages v. The Worst Websites

Win a year of digital expertise. Go from bad to best.

E-blast

We’ll take advantage of YP’s database of businesses and send word about the contest directly to business owners. (With the exception of customers who have already built a website with YP, of course.)

Phase 3: Transformation

Once the contest has run its course, and the winners have all been announced, we’ll get to work transforming their websites. And we’ll document the whole thing. Because the point of the campaign isn’t to celebrate the worst websites – It’s to demonstrate how huge a difference a website built by YP can be for a small or medium business.