HIDDEN PIZZA

Spike

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TitleHIDDEN PIZZA
ClientYELLOW PAGES
Product / ServiceYELLOW PAGES
EntrantCLEMENGER PROXIMITY Melbourne, AUSTRALIA
Entrant Company:CLEMENGER PROXIMITY Melbourne, AUSTRALIA
Advertising Agency:CLEMENGER BBDO MELBOURNE, AUSTRALIA

Credits

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.

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