Yellow Pages Group: Yellow Chocolate
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
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.