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Yellow Pages: Hidden Pizza Restaurant
Cannes Creative Lions, Creative Effectiveness Lions, 2012
The strong heritage of Yellow Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google.
The strong heritage of Yellow Pages as a print advertising entity in Australia was leaving it vulnerable to attack because it was perceived as out of date, despite its partnership with Google. The challenge was to convince businesses that it was an effective contemporary medium and create 20,000 new business leads. To conclusively demonstrate effectiveness, an unbranded Hidden Restaurant was created and only advertised via Yellow Pages channels. During the two weeks the restaurant was open, sales data, video and photographic content were collected to create TV, radio, print and digital advertising. The campaign lead to a 130% increase in positive perceptions of Yellow Pages and generated 23,000 sales leads.
Yellow Pages B2B
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2012
The Yellow Pages business directory had aggressive sales goals for Canada in 2011. Its strategy centred on upselling its new Yellow Pages 360º Solution digital services to existing customers.
The Yellow Pages business directory had aggressive sales goals for Canada in 2011. Its strategy centred on upselling its new Yellow Pages 360º Solution digital services to existing customers. But it was still seen as a paper-based directory and also faced competition from internet-only competitors. Yellow Pages needed to win the trust of small businesses and convince them it was the best partner to offer them a digital marketing solution. So two TV executions targeted businesses that were new to digital marketing and those that were more experienced. Both commercials shared the endline "Not here", to indicate that potential customers would not find a business that was not marketed digitally. These were supported by executions in print, radio and online display. Unique visitors to the Yellow Pages website increased by +31%, almost double the objective, and requests for Quote Form submissions increased by +277%, nearly triple the target.
Kudzu.com: Operation Dollhouse
Direct Marketing Association - US, Silver, ECHO Awards, 2011
Kudzu.com helps U.S. homeowners plan projects, solve problems and choose highly-rated contractors in their local area.
Kudzu.com helps U.S. homeowners plan projects, solve problems and choose highly-rated contractors in their local area. As such, its online platform has great potential to be an advertising medium for manufacturers of home improvement products. The challenge it faced was getting appointments to tell manufacturers what Kudzu does. To emphasize its focus on homeowners, the company mailed a dollhouse with a handwritten note that explained the dollhouse needed a product in the manufacturer's category. The customized note explained that Kudzu could make sure the homeowner knew about the manufacturer's products. The mailing exceeded Kudzu's goal threefold, with a 40% response rate, and some recipients even called for an appointment before Kudzu could contact them.
Yellow Pages Group: Yellow Chocolate
Direct Marketing Association - US, Silver, ECHO Awards, 2011
The Yellow Pages wanted to convince New Zealanders of its continuing relevance as a business directory.
The Yellow Pages wanted to convince New Zealanders of its continuing relevance as a business directory. To prove what its product could do, it tasked an ordinary guy named Josh to create a yellow chocolate bar that "tasted yellow", using sources exclusively from the Yellow Pages. Television spots shared Josh's progress with more information available in "webisodes", a Facebook page, and on Twitter. Five months later, the yellow chocolate hit the stores with packaging that explained Josh's story. The bar outsold some of the nation's most popular chocolate bars two to one, with 34% of purchasers reading Josh's story inside the bar.
How hiding a restaurant proved that Yellow Pages worked better than ever - the Hidden Plaza Restaurant
Chris Howatson, The Communications Council, Bronze, Australian Effie Awards, 2011
Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director.
Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director. They were also unaware that Yellow Pages had a major online presence, boosted by a deal with Google which meant Yellow Pages advertisers would be returned in the search engine's organic search results. Previously, Yellow Pages had engaged its audience via flighted messages about when the book was closing, but not why advertisers should be in Yellow Pages in the first place. The solution was to ensure that all communication heavily reinforced why advertisers should be in Yellow Pages (value), rather than when to act (book closing). The creative strategy was to create a pizza restaurant hidden from public view, with Yellow Pages as the only place advertising its contact details. After two weeks of operation, the "Hidden Pizza Restaurant" closed and was revealed as a stunt for Yellow Pages. Over 8,000 pizzas had been served in 14 days and 72% of visitors had found the restaurant via the Yellow Pages search network. Two weeks later, a national advertising campaign launched using the content captured throughout the restaurant's operation, using TV, radio, print and digital media. The campaign reframed how Yellow Pages' audience saw the brand and, in doing so, drove incremental new business leads at an ROI of nearly 11.1.
Yellow Page Group (NZ): Job Done
Cannes Creative Lions, Creative Effectiveness Lions, 2011
Yellow® New Zealand launched the ‘Job Done’ campaign to help New Zealanders reconsider Yellow® as a relevant, contemporary brand.
Yellow® New Zealand launched the ‘Job Done’ campaign to help New Zealanders reconsider Yellow® as a relevant, contemporary brand. Yellow® challenged two ordinary New Zealanders to do two extraordinary things, using only contacts from Yellow®’s website, mobile app and book. Tracey Collins built a restaurant halfway up a pine tree, and Josh Winger created the world’s first chocolate bar which tasted of the colour yellow. The aims of the campaign were to change the perception of Yellow® from a thing of the past to modern and relevant, from a book to accessible both online and mobile and finally from lagging behind Google to a leader in search industry. During the campaign over 100,000 New Zealanders followed it, 10% of New Zealanders talked about it, 20,000 websites and 100 international magazines featured the campaign and 61% of New Zealanders recalled the campaign. After the campaign, Yellow® outperformed both the global Yellow Pages industry by a factor of five and the local advertising media category by a factor of four. Despite intimidating competition from the likes of Google, Yellow® remains the #1 place New Zealanders look for a business, and the #1 most effective advertising media in the minds of NZ businesses.
Aim Proximity: Yellow Art Awards
Direct Marketing Association - US, Leader, ECHO Awards, 2010
In New Zealand, the Yellow Pages Group Art Awards has been running for 19 years. It is best associated with the image on the cover of each region’s White Pages.
In New Zealand, the Yellow Pages Group Art Awards has been running for 19 years. It is best associated with the image on the cover of each region’s White Pages. Deciding to upgrade from amateur entries to a more professional standard, from August to October 2009, they promoted the new contest with a prize of $20,000 to young emerging artists. The winner would also gain massive exposure. The main conduit was art teachers and a unique direct mailing was targeted at 50 of them. This was supported by emails to former winners and online banner ads as well as press releases aimed at the art media. 30% more entries were received and a noticeable increase in the standard of the entries was observed.
Yellowbook - Helping America Break its Google Habit
Jay Chiat Strategic Excellence Awards, Gold, Existing Brands, 2010
Gotham New York helped Yellowbook take on the might of Google by laying claim to a specific kind of occasion: a 'Yellowbook moment'.
Gotham New York helped Yellowbook take on the might of Google by laying claim to a specific kind of occasion: a 'Yellowbook moment'. By analysing Yellowbook's data they helped grow Yellowbook's business in the midst of the economic downturn. Yellowbook couldn't beat Google but it could carve out a piece of their business by creating their own niche. They reframed the business from 'information seeking' to 'problem solving' The 'Yellowbook moments' campaign increased UVs by 56% and generated an increase of almost 164,000 ads.
Yellow Pages: Yellow Chocolate
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2010
Yellow Pages, the New Zealand directory service, needed to emphasize its continued relevance in the digital age.This case study describes how the service opted for a campaign to reaffirm Yellow Pages as a problem-solving tool.
Yellow Pages, the New Zealand directory service, needed to emphasize its continued relevance in the digital age.This case study describes how the service opted for a campaign to reaffirm Yellow Pages as a problem-solving tool. A consumer was challenged to create the "world's first chocolate bar tasing of yellow" using only Yellow Pages products to source contacts and suppliers.The project's progress was closely followed on a website and social media channels such as Facebook and Twitter. Yellow Pages created a live Twitter billboard to communicate the development and launch of the chocolate bar. The eventual product was a hit, selling 100,000 bars in its first week. The campaign created a buzz around the brand. Approximately 60% of New Zealanders were aware of the campaign and reported that it made them feel more positive about Yellow Pages.
SuperGuarantee - Too Soon for a Eulogy
Effie Worldwide, Bronze, North America Effies 2010
The Yellow Pages are dead, or so we're told. With a devastating decline in share of possession and usage, the SuperYellowPages were fighting a tough battle.
The Yellow Pages are dead, or so we're told. With a devastating decline in share of possession and usage, the SuperYellowPages were fighting a tough battle. In a commodity category, they added something to their printed directories that competitors lacked and that consumers want: the confidence of a guarantee. With the new SuperGuarantee, the company backed the services of their advertisers and gave consumers a reason to keep and use the SuperYellowPages. As a result, the company saw the first increase in share of possession and usage in five years.
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