Eniro, Gulesider & Krak

The symbol for local search

Eniro is the “mother brand” of The Yellow Pages in Scandinavia: Eniro in Sweden, Gule Sider in Norway and Krak in Denmark. When we first started working together in 2010 through McCann/SDG/Mediafront, we set out on quite an ambitious journey together: to be recognized as the symbol for local search.

With the announcement of stopping the distribution of their printed catalogue – historically being a known and valued tool in most Scandinavian homes – the company was presumably giving up their core business. The Yellow pages brand had a strong position for local search regardless of the printed catalogue. It had their clients and a very strong organization. How do they use this to stay alive and relevant – even prosper?

Approach: Embrace digital.

Our goal was to change the business and the products, through digital services, while staying true to their position within local search.

We have worked on the overall strategy of all of Eniros mobile initiatives, all the way down to the interface designs of the iPhone, Android, iPad and mobile web solutions. Our holistic approach has given us continuous insight from research, interviews, user tests, statistics, numerous iterations and alternatives, online feedback – to reports of brand awareness and liking. 

8 examples how we repositioned the brand and business

From lists to maps.

One of our strategies was taking advantage of the properties of the mobile, more specifically the gps position. The shift of the service from listing search hits textually, to visualising hits in a map was a clear execution of this, and made the service feel a lot more relevant. By zooming in and out of the map, the search results are continually updated, giving a great flow in the interaction.

From receiving to exploring.

As an extension of the map, we developed a street view solution together with myVR, that also adds to the experience. A clear understanding of the context of the iPad – where the user often has more time – makes this service feel relevant for planning, exploring and learning.

From introvert to social.

We wanted to expand the ecosystem of the Eniro brand, and move the brand closer to their users’ everyday lives. First step was Facebook integration, where checkins now show up on Eniros maps. The next steps include posting to Facebook from the app as well as linking the Enrio businesses with Facebook businesses – and all the opportunities that will subsequently open.

From informing to inspiring.

With the launch of the iPad app, Eniro is no longer just a company delivering information, but also inspiration. We teamed up with the content developers of Visit Norway to show a 360 degree view of some of Norway’s most spectacular sites.

From expensive to free.

Sea navigation maps are among the most expensive apps found in the Apple Store – we are giving them away for free with the Eniro app. For Eniro this is a way to expand their relevance to new users and markets, and to rethink their business model: in what situations their service can give value before, during and after use.

From one to many.

After 40 years being a service that mainly provided business information, the time felt right to expand new possibilities. We explored the potential of integrating private and user generated content on the device, to selling apartments, listing cultural events and more. The result is a rich service that surprises and is a starting point for even more content.

From closed to open.

For people to fully relate to the service, we saw the need to become more open. We opened up our data through APIs to other developers, and started connecting to other services in our apps. First up was public transport information, not just as an add-on, but tightly integrated in our business listings.

From generic to specific.

Many of the best ideas come when moving away from the generic solutions – “the one fits all approach” – and taking various devices’ specific properties seriously. Android has greater flexibility than iOS when working with properties such as the address book – and one of the very popular features that the iOS doesn’t have, became the “lookup feature”: when a phone number that is not in your address book calls, the app does a automatic lookup in the Eniro database, presents it on screen as it is calling, and later gives you the possibility to save the number.

Eniro 12 appoftheweek

Two years and four launches of mobile services later, Eniro has revitalised their brand and taken major steps towards their vision of becoming the symbol for local search. With the principle of focus on valuable user experience, together with Eniro, we have created new business model for Yellow pages. And we have not finished.

Over one and a half million users already.Try it yourself and tell us what you think.