The Yellow Pages Group: The Yellow Treehouse

Aim Proximity

ENTRY INFORMATION

Category: Communications/Utilities
Country where program ran: New Zealand
Date program started/ended: 12th October 2008 - 11th February 2009

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

Advertiser/Client Name: The Yellow Pages Group
Media Channels: Web Development
Other
Website: http://entry.comps.co.nz/Awards/YellowTreeHouse/index.htm

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. With such firmly held consumer perceptions about the relevance of Yellow, we knew we needed to do something completely different. Our specific objectives were to maintain usage of Yellow's online and book products. Ideally we wanted these go grow by more than 5%. We also wanted the campaign to help drive an increase in advertising sales in Yellow directories by 5%.