Grand Prix
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Product / ServiceYELLOW PAGES
CategoryC01. Best Use of Integrated Media
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND



Name Company Position
Nick Worthington Colenso BBDO ECD
Steve Cochran Colenso BBDO Creative Director, Art Director
Aaron Turk Colenso BBDO Digital Creative Director, Art Director, Copywriter, Digital
Andrew Holt Colenso BBDO Group Account Director
Paul Courtney Colenso BBDO Agency Producer
Colenso BBDO Katya Urlwin Account Manager
AIM Proximity Terri Williams Art Director
James Hurman Colenso BBDO Planner
Kellie Nathan Yellow Pages Marketing Director
Dave King AIM Proximity Creative Director, Digital Creative
Aaron Goldring AIM Proximity Digital Creative
Dave Colquhoun Data Smugglers Digital Developer
Amanda Theobald AIM Proximity Digital Producer
Chris Grahame Good Life FilmsDirector
Tanya Haitoua-Cathro Good Life FilmsProducer
Native Post Sound Design
Kog Studios Sound Design
Stephen Langdon Reload Agency Photographer
Kevin Hyde Colenso BBDO Retoucher

Results and Effectiveness

Josh proved Yellow can help an ordinary bloke get an extraordinary job done. His was the fastest selling chocolate bar in New Zealand in ten years. People were paying $2 for what was actually a piece of direct marketing. Supermarkets sold out and bars would be traded online for up to $320. 80 000 followers online, 16 000 Facebook fans, 800 twitter followers. It was the most talked about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations. Online usage grew by 9%. Out-performed the preceding year’s campaign, The Treehouse Restaurant

Creative Execution

Live on national breakfast television we challenged a very average New Zealander to accomplish a project using only businesses he could find in the Yellow pages. We asked him to create and launch a chocolate bar that tasted of yellow. Fortnightly TV spots highlighted his progress. These pointed consumers to his purpose built website where they could watch full length webisodes, chat with Josh, make suggestions on flavours, and learn about the businesses that had helped him. Consumers could also join his fan page on Facebook and sign up for tweets. His tweets were also transmitted to specially modified billboards. Five months later, he launched his yellow tasting chocolate bar with his own nationwide campaign including a fully animated TVC, outdoor and POS.The yellow chocolate bar which sold through a major supermarket chain and service stations, carried the story of how Josh had created it using the Yellow pages.

Insights, Strategy and the Idea

A generation is growing up googling everything. We needed to make and keep the Yellow brand alive in the hearts and minds of this generation. To move perceptions of the Yellow pages being an big atiquated book your folks used to find stuff, to now being a modern relevant tool, online and off, that can help anyone get any job done. We couldn’t just tell this young cynical audience this. We had to prove this. So we did with a real life, real time, engaging product demonstration that New Zealanders all around the country could watch, contribute to and experience.