Client
Sensis Yellow Pages®
Agency
Clemenger BBDO Proximity Melbourne
Awards
| Bronze | Website | |
| Silver | Telecommunications | |
| Silver | Campaigns | |
| Silver | Out of Home |
Marketplace Challenge
With over $1 billion in revenue through Yellow Pages® and businesses having more advertising options than ever before, we needed to convince small businesses that people still look for them in the Yellow Pages®.
Objectives
Demonstrate the value of Yellow Pages® across all customer segments, and leverage this positioning to drive more than 15,000 calls and over 5,000 web leads throughout the 2011 metro canvas.
Strategy
Small businesses know that every customer counts, but increasingly they are uncertain how best to attract them. We needed to convince people that Yellow Pages® could effortlessly provide the right customers, all year around. Our core proposition underpinning the work was, “We help customers find you.”
We didn’t want to just demonstrate the power of Yellow Pages® to deliver this promise, we wanted to prove it.
So we built a business… a pizza restaurant, hidden down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact details in the Yellow Pages®.
To give people a reason to look for the place, we put out the challenge and gave a free pizza to anyone that found it.
Implementation
There were two core phases of the campaign. During phase 1 (while the restaurant was open for 2 weeks), we used unbranded communications to encourage people to find the hidden pizza restaurant. These included a local letterbox drop and a teaser video posted on our ‘restaurant’ website.
Across the country businesses were directed to hiddenpizza.com.au, where they could watch security footage of customers streaming into the restaurant, testimonials, and a case study of the entire project - all this reinforcing the effectiveness of advertising in the Yellow Pages®.
Some features included
- Video footage that captured every minute of the restaurants activity, combined with the sites social features, allowed users to find themselves and their friends and tag the moment in time in which our cameras spotted them at the restaurant. The site then posted that frame of footage to their wall, and tagged all the profiles of friends in the shot.
- A browser Flash website allowed users to experience interactive video content at it’s biggest and best.
- Interactive parallax including all of the details from inside the restaurant.
Time-lapse video gave a real time overview of how the restaurants activity grew over it’s opening period.
Campaign Delivery Cost
$ 1,000,000 +
Results
In just two weeks, over 8,000 people found the Hidden Pizza Restaurant – over 6000, (71%) calls came through the Yellow Pages® Search Network.
Currently 558 people have tagged themselves in the security footage on the site, and over 3,800 people ‘Like’ the Hidden Pizza Restaurant, which proves almost half of the visitors to the restaurant enjoyed their experience so much they were prepared to engage with the site and become an ambassador for the restaurant to family and friends.
Credits
Creative Director
James McGrath
Art Director
Russel Fox
Copywriter
Ant White
Strategy
Paul Rees Jones
Matt Davies
Account Management
Chris Howatson
Nicole Connor
Client Executive
Michelle Sherwood
Geraldine Davys
Production
Producer: Sonja von Bibra
Digital Producer: Dean Wormald
Producer
Executive Procuer: Karolina Bozajkovska
Developer
Programmer: Calvin Teoh
Designer: Blaire Burke
Printer
Fox Print Solutions
Mailhouse
Sema
