Category: Best Localised Campaign
Advertiser: YELLOW
Product/Service: YELLOW PAGES DIRECTORY
Agency: COLENSO BBDO
Media Agency: STARCOM NEW ZEALAND, Auckland, NEW ZEALAND
Creative Chairman: Nick Worthington (Colenso BBDO)
Executive Creative Director: Steve Cochran (Colenso BBDO)
Digital Creative Director: Dan Wright (Colenso BBDO)
Group Account Director: Paul Wilson (Colenso BBDO)
Planning Director: James Hurman (Colenso BBDO)
Account Director: Rachel Turner (Colenso BBDO)
Senior Account Manager: Angela Vance (Colenso BBDO)
Agency Producer: Jen Storey (Colenso BBDO)
Agency Producer: Emma Tait (Colenso BBDO)
Digital Designer: Alex Waskiewicz (Colenso BBDO)
Digital Designer: Josh Yee (Colenso BBDO)
Digital Developer: Peter Bardsley (Colenso BBDO)
Photographer/Director of Photograohy/Cinematographer: Simon Tutty (The Downlow Concept)
Designer: Renee Lam (Colenso BBDO)
Designer: Tias Somers (Colenso BBDO)
Production Company Producer: Daniel Thorn (The Downlow Concept)
Director: Johnny Barker (The Downlow Concept)
Production Manager: Angela Da Silva (The Downlow Concept)
Sound Design: (Franklin Road)
Researchers: Sky Clark/Jessica Culpan (The Downlow Concept)
Media placement: TV Campaign - 20 Spots - TV1, TV2, TV3, PRIME - 5 May 2011
Media placement: Outdoor - 72 Billboards - Auckland, NZ - 22 May 2011
Media placement: Press - 152 Ads - NZ Herald, Manukau Courier, Papakura Courier, Aucklander, East And Bays Courier, Eastern Courier - 22 May 2011
Media placement: Digital - 11 Web Banners, 11 Prerolls, 76 Youtube Videos - TVNZ, MSN, NZ Herald - 30 May 2011
Insights, Strategy & the Idea
Yellow Pages books have lost their relevance in the new digital age. This includes Yellow’s local directory books.
How do we move users and advertisers onto Yellow new local digital platform?
Yellowlocal.co.nz - 205 individual neighbourhood websites for Auckland City.
Our first objective was to clearly communicate what these all-new websites are, who they’re for, and what they enable consumers and advertisers to do.
Our strategy was to create a campaign that made the individual websites seem genuinely local to that neighbourhood, as opposed to a large national corporate just saying they were local.
It was vital that we felt like a real part of the neighbourhood.
So naturally a media plan involved using as much localised media placement as possible.
Local press, localised TV, and an extensive outdoor campaign involving more than 50 billboard sites.
Creative Execution
These new Yellow websites would be built on consumer/neighbourhood generated content. They’d allow local businesses to advertise, local groups to post messages, and consumers to review and recommend, or find, local businesses. In short they’d allow locals to talk to locals.
We wanted an ad campaign to encourage and stimulate that behaviour from the get go. So we went into Auckland neighbourhoods and collected hundreds of local messages of the kind you’d expect to find on the websites, and then used them as ads for Yellow Local.
Suddenly your neighbourhood mechanic was a celebrity up on his local billboard, or the girl next door was advertising her baby-sitting service on local TV. Many of the messages were so local, they’d only be understood if you were from that particular neighbourhood.
Each of the more than 300 individual executions whether on TV, billboard, press or web, directed consumers to the website.
Results and Effectiveness
This campaign gave Aucklanders a real sense of what Yellow’s new websites were about.
We immediately gained more than 40% awareness with 75% having a comprehensive understanding of what Yellow Local websites are for.
We achieved 110% more online visitors than Yellow’s target with return visits a healthy 24%.
6 stories were picked up with editorial coverage.
Along the way we achieved some nice and unexpected results.
These included saving a flagging restaurant on the brink of bankruptcy.
We helped Paris the dog get a crucial hip operation.
And we found a very short salsa dancer a short dancing partner.
A big campaign that was truly local.