| Type of Entry: |
Product & Service |
| Category: |
Commercial Public Services |
| Title: |
TREEHOUSE RESTAURANT |
| Advertiser/Client: |
YELLOW |
| Product/Service: |
YELLOW PAGES |
| Entrant Company: |
COLENSO BBDO Auckland, NEW ZEALAND |
| Advertising Agency: |
COLENSO BBDO Auckland, NEW ZEALAND |
| 2nd Advertising Agency: |
AIM PROXIMITY Auckland, NEW ZEALAND |
| Media Agency: |
STARCOM NEW ZEALAND 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 Ltd. |
TV Production Company Producer |
| Results and Effectiveness: |
| We achieved 61% awareness of the campaign from a media spend of only NZ$400,000. We generated an estimated 3.5 million in added 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%. Perceptions of the Yellow brand were enhanced significantly. This campaign was 88% more efficient than any previous Yellow campaign. |
| Creative Execution: |
| 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. |
| Insights, Strategy and the Idea: |
| 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. |
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