The Campaign

With over $1 billion in revenue to protect and businesses having more advertising options than ever before, Yellow Pages® needed to remind Australian businesses that people still look for them in the Yellow Pages® and Yellow Pages® can reach customers in more ways than ever before.

Success of the Campaign

In just two weeks, over 8,000 people found the Hidden Pizza Restaurant - over 6000, (71%) calls came through the Yellow Pages® Search Network. Since the launch, we saw a staggering 24% increase week on week in new business leads after only the first week of the campaign being on air. And that's just the beginning.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We decided to prove it. 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® - in the book, online and on Mobile. 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. After the restaurant closed we started phase 2 and released our results through a fully integrated campaign, targeted to small businesses throughout Australia. The message – put your ad in Yellow Pages® and be found by customers. This was communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail. Leads were generated through phone and web.