Yellow Pages Group: Yellow Chocolate

Colenso BBDO

Entry Information

Category: Business and Consumer Services
Country where program ran: New Zealand
Date program started/ended: September 2009 – February 2010

Product Description: Yellow is New Zealand's Yellow Pages business directory – it covers book, website and mobile directories.

Advertiser/Client Name: Yellow Pages Group
Media Channels:
Direct Mail
TV/Video/Radio
Web Development
Other

Strategy

Marketplace challenge:

The Yellow Pages was something your Mum kept in the cupboard underneath the telephone and pulled out when something went wrong with the plumbing. It was an icon of the pre-internet age, and en masse both consumers and businesses were questioning their need for Yellow in a world where they could find anything they wanted on Google.

We needed to prove that Yellow was more relevant than ever. We wanted to show that with Yellow you can get any job done. No matter how big the project and no matter what business you needed, Yellow was still the answer. And we needed to do this in a way that demonstrated innovation and modernity – heavily using online to do so.