How hiding a restaurant proved that Yellow Pages worked better than ever - the Hidden Plaza Restaurant

Yellow Pages faced the challenge of changing the perceptions of Australian business people, who saw the brand as an outdated print director.

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to once again believe in the effectiveness of Yellow Pages, when they currently see the brand as nothing more than an outdated print directory?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...

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