LOOKING GOOD IN YELLOW

TitleLOOKING GOOD IN YELLOW
BrandYELLOW
Product / ServiceADVERTISER
CategoryA01. Event & Field Marketing
EntrantTRIBAL DDB Auckland, NEW ZEALAND
Entrant Company:TRIBAL DDB Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency:TRIBAL DDB Auckland, NEW ZEALAND

Credits

Name Company Position
Aaron Goldring DDB Group Rapp Tribal NZ Creative Director
Bronwyn Retief DDB Group Rapp Tribal NZ Copywriter
Claire Huddart DDB Group Rapp Tribal NZ Copywriter
Stacey Roper DDB Group Rapp Tribal NZ Art Director
Pat Murphy DDB Group Rapp Tribal NZ Art Director
Susan Young DDB Group Rapp Tribal NZ Senior Copywriter
Clare Waldron DDB Group Rapp Tribal NZ Senior Account Director
Katja Green DDB Group Rapp Tribal NZ Senior Account Manager
Maja Lee DDB Group Rapp Tribal NZ Direct Communications Manager
David Woon DDB Group Rapp Tribal NZ Designer
Marcel de Ruiter DDB Group Rapp Tribal NZ Studio Manager
Kristin Rodger DDB Group Rapp Tribal NZ Creative Services Manager

The Brief

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?

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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’

Explain why the method of promotion was most relevant to the product or service

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.