Brief: Make Yellow Pages more important in people’s lives and increase traffic to their services. Insight: Regardless of what people need, they can find it through Yellow Pages. So we are already involved in almost all the big and small projects in Norway! Concept: We wish all projects in Norway the best of luck! Creative solution: To stage spectacular projects and help them take on a life of their own. Before we invite people to create the rest of the campaign themselves. Creating quite a phenomenon i Norway: A much noticed campaign that by now is making itself.
Success of the Campaign
Events, blogs, viral videos, social media and PR created buzz and attention long before the traditional parts of the campaign where launched. Resulting in high awareness of TV ads, and high click rates on banner ads. After just eight weeks, more than 200 entries competed to be selected as a monthly winner. To date over 400.000 unique visitors - 10 % of Norways population - has visited the campaign site to post, view and rate contributions. Traffic to www.yellowpages.no is up as much as 7% compared to last year, and calls/SMS requests are up by 5 % in a declining market. We announce a new winner every month, and use the contributions to continually produce new viral videos and TV commercials. So Yellow pages haven’t just got a new advertising concept – they now have a campaign that almost creates itself.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We staged 5 real life events as examples of projects Yellow Pages wanted to celebrate: 'a real family's blog' where you could follow the attempt to build a soapbox car with a dog-motor. Through Facebook we announced a regular guy's attempt to water ski behind the huge passenger ferry to Denmark. We created a blog of a lady who customised birdhouses, and used social media to ask for advice on how to pimp a tractor. All the projects where spread through viral videos on YouTube, among them a motorised sleigh and an exploding model aeroplane. Soft PR ensured massive coverage by both newspapers and websites. And when we finally revealed that this was all part of a campaign for Yellow Pages, we used TV and banner ads to invite people to share their own projects. To compete for a small prize, and the chance to be part of the campaign.