New Zealanders aged 25-54.
For the generation who is growing up googling everything, the Yellow Pages is a big, antiquated book your folks used to find stuff. Our task was to keep the Yellow brand alive in the hearts and minds of this generation.
We needed them to believe that Yellow is a modern, relevant tool, online and off, that can help anyone get any job done. We couldn’t just tell this young cynical audience. We wanted to give them some tangible proof.
We challenged regular New Zealander Josh to accomplish a project using only businesses he could find in Yellow. To create and launch a chocolate bar that tasted of yellow to New Zealand.
TV spots highlighted his progress, pointing consumers to his website to watch webisodes, chat, make suggestions, and learn about the businesses that had helped him. Consumers could also join his fan page on facebook and sign up for tweets. As more people got on board with Josh’s quest, anticipation, discussion, and debate around the taste of yellow grew.
Five months later, Josh launched his yellow-tasting chocolate bar in supermarkets, where it sold for $2. It was effectively a piece of direct marketing. With a near 100% opening rate. And it carried the story of how he had created it using the Yellow Pages.
Josh’s yellow-tasting chocolate bar was the fastest selling chocolate bar in New Zealand in ten years. Some supermarkets sold out on launch day and bars would be traded online for up to $320.
We built a following of more than 80,000 people at our website, with another 16,000 facebook fans and 800 twitter followers. The campaign even out performed the preceding year’s campaign, The Yellow Treehouse Restaurant.