Sensis Yellow Pages DM, Case study HIDDEN PIZZA RESTAURANT by Clemenger BBDO Melbourne

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Industry Yellow Pages & Directories, Business equipment & services
Media Direct marketing, Case study
Market Australia
Agency Clemenger BBDO Melbourne
Director Patrick Hughes
Creative Director Josh Robbins
Art Director Russel Fox
Copywriter Ant White
Designer Joost Baker
Producer Victoria Conners-Bell
Editor Nigel Karikari
Released May 2010


Cannes Lions 2011
Direct Lions Commercial Public Services, incl. Healthcare & Medical Bronze

Credits & Description

Type of Entry: Product & Service
Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser/Client: SENSIS YELLOW PAGES
Executive Creative Director: Ant Keogh
Creative Director: Josh Robbins
Art Director: Russel Fox
Copywriter: Ant White
Agency Executive Producer: Sonia von Bibra
Agency Producer: Karolina Bozajkovska
Group Account Director: Chris Howatson
Account Director: Nicole Connor
Senior Account Manager: Stephanie Drucker
Account Manager: Melissa Villegas
Interactive Producer: Dean Wormald
Interactive Director: Tommy McCubbin
Director: Patrick Hughes
Executive Producer: Karen Bryson
Producer: Victoria Conners Bell
Editor: Nigel Karikari
DOP: Cameron Barnett
Designer: Joost Baker
Project Manager: Miranda Hanger
Brands and Communications Group Manager: Geraldine Davys (Sensis Yellow Pages)
Describe the brief from the client:
With businesses having more advertising options than ever before, especially online, we needed to convince small businesses that people still look for them in the Yellow Pages®.
Creative Execution:
The audience for Hidden Pizza Restaurant is the hundreds of thousands of small to medium businesses throughout Australia.
This idea literally demonstrated hard proof to our advertisers, showing customers finding a business in Yellow pages. (Even, in this case, a business that was completely hidden.)
After the restaurant closed we released our results through a fully integrated campaign, targeted to small businesses throughout Australia.
The message – put your ad in Yellow Pages® and be found by customers. This was communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail.
It was a brand new way to get across an old story and make our customers take another look at Yellow pages
Describe the creative solution to the brief/objective.
We didn’t want to just demonstrate Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hidden business - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact details in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without any reference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results through a fully integrated campaign, targeting small businesses throughout Australia.
Describe the results in as much detail as possible.
8,000+ people found the Hidden Pizza Restaurant – 71% by using Yellow Pages. Our results were released through a fully integrated campaign. The message – put your ad in Yellow Pages and be found. Since the launch, there’s been a 23.5% increase in new business leads in the first week of the campaign being on air.