Title | LOOKING GOOD IN YELLOW |
Brand | YELLOW |
Product / Service | ADVERTISER |
Category | A01. Event & Field Marketing |
Entrant | TRIBAL DDB Auckland, NEW ZEALAND |
Entrant Company: | TRIBAL DDB Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | TRIBAL DDB Auckland, NEW ZEALAND |
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 |
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?
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’
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.