iPhone Jonny / Consumer campaign
Agency: AIM Proximity
Client: Yellow
For a traditional print directory business like the New Zealand Yellow Pages, the iPhone might be the last thing that you want your customers to think about. However, Yellow sought to bridge the gap between the public perception of its brand and its ability to be the go-to online source people could use for any and all needs. That is why it gets the Caples brand for courage. The brand clandestinely sponsored ‘iPhone Jonny’ to become the first person in the world to purchase an iPhone. He waited in line for three days and three nights in front of an Auckland store and received worldwide exposure for the stunt. While in line, he managed to secure food and shelter, get a proper barbershop shave, work out on a stationary bike and even host a dinner party, all the while blogging about how he secured these lifestyle assets by using yellow.co.nz. The day after Jonny purchased the phone, Yellow revealed their secret using a full-page newspaper ad.
Creative Director
Dave King
Deputy Creative Director
Tony Clewett
Production Manager
Paul Pritchard
Copywriter
Michelle Rajalingham
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