Yellow Pages/ YP: YELLOW CHOCOLATE

Credits & Description:

Visit Site: http://www.ourshowroom.co.nz/chocolate/
Type of entry: Product & Service
Category: Commercial Public Services
Advertiser: YELLOW PAGES
Product/Service: BUSINESS DIRECTORY
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director/Art Director/Copywriter/Digital Art Director: Steve Cochran (Colenso BBDO)
Digital Creative Director/Art Director/Copywriter/Digital Art Director/Digital Designer: Aaron Turk (Colenso BBDO)
Account Director: Rachel Turner (Colenso BBDO)
Group Account Director: Andrew Holt (Colenso BBDO)
Agency Producer: Paul Courtney (Colenso BBDO)
Account Manager: Katya Urlwin (Colenso BBDO)
Account Director: Terri Williams (AIM Proximity)
Planner: James Hurman (Colenso BBDO)
Marketing Director: Kellie Nathan (Yellow Pages Ltd)
Creative Director, Digital Creative: Dave King (AIM Proximity)
Digital Creative: Aaron Goldring (AIM Proximity)
Digital Developer: Dave Colquhoun (Data Smugglers)
Digital Producer: Amanda Theobald (AIM Proximity)
Director: Chris Grahame (Good Life Films)
Producer: Tanya Haitoua-Cathro (Good Life Films)
Sound Design: (Native Post)
Sound Design: (Kog Studios)
Photographer: Stephen Langdon (Reload Agency)
Retoucher: Kevin Hyde (Colenso BBDO)
Results and Effectiveness:
Josh proved Yellow can help an ordinary bloke get an extraordinary job done.
His was the fastest selling chocolate bar in New Zealand in ten years.
People were paying $2 for what was actually a piece of direct marketing.
Supermarkets sold out and bars would be traded online for up to $320.
80,000 followers online, 16,000 Facebook fans, 800 Twitter followers.
It was the most talked-about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations.
Online usage grew by 9%.
Outperformed the preceding year’s campaign, The Treehouse Restaurant.
Creative Execution:
Live on national breakfast television we challenged a very average New Zealander to accomplish a project using only businesses he could find in the Yellow pages.
We asked him to create and launch a chocolate bar that tasted of yellow.
Fortnightly TV spots highlighted his progress. These pointed consumers to his purpose built website where they could watch full length webisodes, chat with Josh, make suggestions on flavours, and learn about the businesses that had helped him.
Consumers could also join his fan page on Facebook and sign up for tweets.
His tweets were also transmitted to specially modified billboards.
Five months later, he launched his yellow tasting chocolate bar with his own nationwide campaign including a fully animated TVC, outdoor and POS.
The yellow chocolate bar which sold through a major supermarket chain and service stations, carried the story of how Josh had created it using the Yellow pages.
Insights, Strategy and the Idea:
A generation is growing up googling everything.
We needed to make and keep the Yellow brand alive in the hearts and minds of this generation.
To move perceptions of the Yellow pages being an big antiquated book your folks used to find stuff, to now being a modern relevant tool, online and off, that can help anyone get any job done.
We couldn’t just tell this young cynical audience this.
We had to prove this.
So we did with a real life, real time, engaging product demonstration that New Zealanders all around the country could watch, contribute to and experience.