YELLOW PAGES: TREEHOUSE RESTAURANT

Credits:

Title: TREEHOUSE RESTAURANT
Advertiser/Client: YELLOW
Product/Service: YELLOW PAGES
Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
2nd Sales Promotion/Advertising Agency: AIM PROXIMITY Auckland, NEW ZEALAND
Creative Credits
Name Company Position
Nick Worthington Colenso BBDO Executive Creative Director
Steve Cochran Colenso BBDO Creative Director
Dave King Aim Proximity Creative Director
Anne Boothroyd Colenso BBDO Creative
Tony Clewett Aim Proximity Creative
Aaron Goldring Aim Proximity Creative
Maria Lishman Colenso BBDO Creative
Nick Worthington Colenso BBDO Creative
Steve Cochran Colenso BBDO Creative
Dave King Aim Proximity Creative
Paul Courtney Colenso BBDO Project Manager
Matthew Pickering Aim Proximity Account Service
Ngaio Pardon Colenso BBDO Account Service
Victoria Pether Aim Proximity Account Service
Karen Boulton Aim Proximity Account Service
Krystel Houghton Colenso BBDO Account Service
James Hurman Colenso BBDO Planner
Nigel Sutton Colenso BBDO Agency TV Producer
Stephen Langdon Reload Photographer
Michael Reihana Mike TV Production Company Producer
Details
Describe the brief from the client:
Yellow say they can help anyone get any job done - we wanted to prove it, to both consumers and advertisers alike. But in proving it we also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So we chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow.
Describe how the promotion developed from concept to implementation:
We decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. We documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Other than proving you can get any job done with Yellow we had these results: We generated an estimated 3.5 million in media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. We attracted 220,000 visitors to our website averaging 5 minutes per visit. We lifted unprompted brand recall up by 37%. Regional directory sales up 6.7%against international trends. Yellow Online usage up 11% at the expense of Google. Yellow Book usage up 9.2%. This campaign was three times more effective than any previous Yellow campaign. And Yellow are now asking “What are we going to do next year.”
Explain why the method of promotion was most relevant to the product or service:
In fulfilling her challenge, Tracey utilised all of Yellow’s tools. The books, the online search engine, and their mobile phone application. She enlisted the help of more than 65 different Yellow listed companies, including architects, engineers, building project managers, landscapers, engineers, crane operators, furniture hire companies, aborists, electricians, lighting companies, food and beverage suppliers, vineyards and many more. So not only did this demonstrate to Yellow pages users the strength of Yellow as a method of finding help and
getting jobs done. It also demonstrated to advertisers the value of being listed in Yellow, particularly in the new online space.