Product / ServiceYELLOW PAGES
CategoryA14. Commercial Public Services Sydney, AUSTRALIA
Entrant Sydney, AUSTRALIA
Production Sydney, AUSTRALIA


Chief Creative OfficerJames Mcgrath
CopywriterAnt White
Agency ProducerSonia Von Bibra/Karolina Bozajkovska
Account ManagerNicole Connor
Account SupervisorChris Howatson
DirectorPatrick Hughes
ProducerVictoria Conners-Bell
EditorNigel Karikari/
Art DirectorRussel Fox
LightingCameron Barnett

Brief Explanation

Challenge: 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. Solution: 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. Results: In just two weeks, over 8,000 people found the Hidden Pizza Restaurant - over 6000, (71%) calls came through the Yellow Pages® Search Network. After the restaurant closed we released our results through a fully integrated campaign. The message - put your ad in Yellow Pages® and be found. 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.