YELLOW TOOLBOX [Video], 1 by Tribal Worldwide Auckland for YELLOW NZ

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YELLOW TOOLBOX [Video], 1

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Industry Yellow Pages & Directories, Advertising & Communication
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency Tribal Worldwide Auckland
Released June 2012

Awards

Spikes Asia 2012
Direct Best Use of Digital Media in a Direct Campaign Bronze

Credits & Description

Advertiser YELLOW NZ
Product INTEGRATED ADVERTISING SOLUTIONS
Entrant DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND
Type of Entry Direct: Use of Media
Category Best Use of Digital Media in a Direct Campaign
Title YELLOW TOOLBOX
Advertiser/Client YELLOW NZ
Product/Service INTEGRATED ADVERTISING SOLUTIONS
Entrant Company: DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND
DM/Advertising Agency: DDB GROUP RAPP TRIBAL NEW ZEALAND Auckland City, NEW ZEALAND
Name Company Position
Tony Talbot Ddb Nz Executive Creative Director
Aaron Goldring Rapp Tribal Creative Director
David Reid Rapp Tribal Deputy Creative Director
Stephen Anderson Rapp Tribal Deputy Creative Director
Maria Ward Ddb Nz Creative Director
Misa Mcconnell Rapp Tribal Copywriter
Ian Hulme Rapp Tribal Digital Planner
Paul Shannon Rapp Tribal Senior Digital Producer
Jason Vertongen Rapp Tribal Lead Digital Designer
Cameron Crosby Rapp Tribal Senior Developer
Taylor Rugis Rapp Tribal Developer
Heath Lewis Retail Engine Technologist
Marcel De Ruiter Ddb Nz Production Director
Gordon Moir Ddb Nz Senior Designer
Greg Jones Ddb Nz Group Business Director
Katja Green Rapp Tribal Senior Account Manager
David Wilson Rapp Tribal Senior Account Manager
Kellie Nathan Yellow Director Of Business Transformation
Maja Lee Yellow Head Of Communications/Media
Varsha Singh Yellow Digital Communications Manager
Describe the brief from the client:
Brief: Yellow have always been know for their book, but with the rise of the digital era, they knew they needed stay relevant with the times. So they introduced a new range tailored digital solutions to help New Zealand SME’s showcase their business online. For the first time, Yellow could now hook their clients up with a business Facebook page, a website so they could be found on Google, as well as an online video to showcase what their business was all about.
Creative Execution:
Execution: We set each business up with a set of advertising online tools. Then we measured how each of them did. From florists to arborists, locksmiths to builders, a button was pushed and data was captured. It was then linked this to live billboards and a website, where you could see the progress live of all the businesses together on a dashboard. You could keep up-to-date with each of their stories, through video diaries, photos, and blog entries of how Yellow was helping to take their business further. In other words, we weren’t just talking about how good the product was we actively showed
Describe the creative solution to the brief/objective.
Solution: So, what better way to show the power of Yellow’s offering, than by physically demonstrating it? We set 12 businesses up with a full Yellow digital offering and tracked their progress. Of course there’s nothing new about case studies. The difference is we were showing each story every step of the way. Live. As it happened. They could either succeed or fail. We couldn’t control the outcome.
Describe the results in as much detail as possible.
Results: 22,122 unique visitors to site 8482 return visits to site 53% of people know that Yellow do online ads. 65% of people think that Yellow is innovative. 124% of Sales Target reached 569 lead generated 2765% more visits than last year’s campaign