|Title||LOOKING GOOD IN YELLOW|
|Product / Service||ADVERTISER|
|Category||A03. Company Literature|
|Entrant||TRIBAL DDB Auckland, NEW ZEALAND|
|Entrant Company:||TRIBAL DDB Auckland, NEW ZEALAND|
|DM/Advertising Agency:||TRIBAL DDB Auckland, NEW ZEALAND|
|Aaron Goldring||DDB Group NZ RAPP Tribal||Creative Director|
|Bronwyn Retief||DDB Group NZ RAPP Tribal||Copywriter|
|Clare Huddart||DDB Group NZ RAPP Tribal||Copywriter|
|Stacey Roper||DDB Group NZ RAPP Tribal||Art Director|
|Pat Murphy||DDB Group NZ RAPP Tribal||Senior Art Director|
|Susan Young||DDB Group NZ RAPP Tribal||Senior Copywriter)|
|Clare Waldron||DDB Group NZ RAPP Tribal||Senior Account Director|
|Katja Green||DDB Group NZ RAPP Tribal||Senior Account Manager|
|Maja Lee||Yellow||Direct Communications Manager|
|David Woon||DDB Group NZ RAPP Tribal||Designer|
|Marcel de Ruiter||DDB Group NZ RAPP Tribal||Studio Manager|
|Kristin Rodger||DDB Group Rapp Tribal NZ||Creative Services Manager|
Yellow were relaunching the Yellow book and it looked better than ever. How could we thank our main advertisers – tradesmen – and make them feel good about advertising with us?
Everyone who bought space in the Yellow pages got their copy delivered with the wolf whistling bookmark marking their ad inside. It was a great way of demonstrating to advertisers that they’d made the right decision by advertising with Yellow – and that their business would get the attention it deserved.
Tradespeople have a reputation for whistling their appreciation for leggy passers-by. We decided to turn this on its head by creating a wolf-whistling book. We recorded the perfect whistle, then installed a sound chip inside a bookmark so when the book was opened on the page of their ad, it literally wolf whistled its appreciation.
The wolf whistling book was fancied by tradespeople all over Auckland. 72% of people gave Yellow positive feedback: ‘A positive step in the right direction from Yellow®’ ‘Loved it. Found the whistle very funny, and kept opening the book, and laughing his head off!‘ ‘It caused a wee bit of a crowd at reception checking it out’ ‘He thought it was great and had a laugh at the whistle’ ‘Very impressed’