“Yellovator is an entry point into the brand for younger segments who are yet to have a heavy need for Yellow Pages or for digital natives who may have historically rejected the brand. Through entertainment, we’re reconnecting with these audiences and, in doing so, seeking permission to be relevant in …

“For the new Hyundai 120 launch, we will implement these findings to accurately plan our digital media and budget accordingly. The results clearly demonstrate the role of digital in driving offline sales and new model awareness in a competitive market place.”