Yellow Pages Group - The Yellow Treehouse by Aim Proximity

Share this content:

Title/Headline: The Yellow Treehouse
Product/Service: The Yellow Pages Group
Target Audience: Consumers & Businesses
Client Company: The Yellow Pages Group

Market Problem:

Market Problem and Audience: In New Zealand, the Yellow Pages was seen as an old fashioned book that was no longer the best place for people to find businesses. Google was dominating. Because of this, Yellow was finding it increasingly difficult to sell listings in their books and getting people to use their books and site. We had to show that Yellow is still the best place in New Zealand to find every business you need.

Creative Solution: Show that you can get any job done using nothing but Yellow.  But building a birdbath wouldn't make people take notice. We needed a project that would capture people's imagination and prove that you can complete the toughest job using just Yellow. The job? Build a restaurant. 10 metres up a redwood tree. In just 66 days. And via DRTV, Radio, Print, Billboards, DM, Banners and our website, we got people in New Zealand and around the world following our progress.This was a single minded product demonstration. Every business, service and product needed to build the restaurant was found using Yellow. The businesses who helped were featured and there was a link on the site back to their business. It proved to the public that you can get any job done using Yellow while proving to businesses that it pays to be in Yellow.  And we got to build something really amazing.

Results: Our site attracted over 221,000 visitors, each spending an average of 5 minutes. Over 2,000 people dined at the restaurant. A further 2,000 missed out.Unprompted recall of Yellow increased by 37%. Sales in Yellow Pages Directories increased 6.7% year-on-year, the highest by 19%. Online usage increased by 11%.Book usage increased by 9. media coverage worth over $3.5 million.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here