How hiding a restaurant proved that Yellow Pages worked better than ever - the Hidden Plaza Restaurant
Agency: Clemenger BBDO & Proximity, Melbourne
Advertiser: Yellow Pages
Author: Chris Howatson
Total Campaign Expenditure: $5-10 million
STRATEGIC COMMUNICATIONS CHALLENGE
How do we get Australian businesses to once again believe in the effectiveness of Yellow Pages, when they currently see the brand as nothing more than an outdated print directory?
This was the crippling business problem Yellow Pages were facing at the start of 2010. Small businesses (advertisers) were rapidly losing confidence in the ability of Yellow Pages to...