Title | HIDDEN PIZZA |
Brand | YELLOW PAGES |
Product / Service | YELLOW PAGES |
Entrant | CLEMENGER PROXIMITY Melbourne, AUSTRALIA |
Entrant Company: | CLEMENGER PROXIMITY Melbourne, AUSTRALIA |
Advertising Agency: | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
Credits |
Name | Company | Position |
---|---|---|
Ant Keogh | Clemenger BBDO Proximity | Creative Chairman |
Ant White | Clemenger BBDO Proximity | Copywriter |
Russel Fox | Clemenger BBDO Proximity | Art Director |
Karolina Bozajkovska | Clemenger BBDO Proximity | Producer |
Sonia Von Bibra | Clemenger BBDO Proximity | Executive Producer |
Dean Wormald | Clemenger BBDO Proximity | Interactive Producer |
Tommy McCubbin | Clemenger BBDO Proximity | Interactive Director |
Chris Howatson | Clemenger BBDO Proximity | Group Account Director |
Nicole Connor | Clemenger BBDO Proximity | Account Director |
Stephanie Drucker | Clemenger BBDO Proximity | Account Manager |
Joost Baker | Restaurant Designer | |
Miranda Hanger | Restaurant Project Manager | |
Tony Fazio | Head Chef | |
Patrick Hughes | Radical Media | Director |
DOP | Radical Media | Cameron Barnett |
Karen Bryson | Radical Media | Executive Producer |
Victoria Conners Bell | Radical Media | Producer |
Editor | Radical Media | Nigel Karikari |
Post Production | Iloura/Digital Pictures | |
Sound | Dmitri |
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.
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.
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.