Title | LAUNCH |
Brand | SENSIS |
Product / Service | YELLOW PAGES |
Category | A14. Commercial Public Services |
Entrant | @radical.media Sydney, AUSTRALIA |
Entrant Company: | @radical.media Sydney, AUSTRALIA |
Advertising Agency: | CLEMENGER PROXIMITY Melbourne, AUSTRALIA |
Production Company: | @radical.media Sydney, AUSTRALIA |
Credits | |
Chief Creative Officer | James Mcgrath |
Copywriter | Ant White |
Agency Producer | Sonia Von Bibra/Karolina Bozajkovska |
Account Manager | Nicole Connor |
Account Supervisor | Chris Howatson |
Director | Patrick Hughes |
Producer | Victoria Conners-Bell |
Editor | Nigel Karikari/@radical.media |
Art Director | Russel Fox |
Lighting | Cameron Barnett |
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.