The Offer: The Yellow Pages in Melbourne, Australia, sought to demonstrate advertising efficacy in its small business pages, so it created a case study. Working with Clemenger Proximity Melbourne, Yellow Pages set up a temporary pizza restaurant. In its marketing, it offered a free pizza to anyone who found the shop — the details for which were advertised only in the Yellow Pages. It made the pizza shop’s location non-central so patrons found it only through the directory or word of mouth.
The Data: Yellow Pages conducted a targeted letterbox drop to residential addresses within a 5 kilometer radius of the restaurant with unbranded fliers highlighting the free pizza to anyone who could find the establishment.
The Channel: Once the two-week lifespan of the restaurant was over, an integrated campaign started that highlighted Yellow Page’s effectiveness. TV, direct mail, display and print conveyed Yellow’s relevance. The result was a nearly 24% lift in leads in the first week compared to the prior week.
The Creative: While the restaurant was open, collateral featured the tagline, “Look it up the way you would any other business.” Ads featured the restaurant’s logo, and commercials were shot in the restaurant.
The Verdict: This lively promotion used the core elements of direct marketing. The campaign targeted addresses within a 5 kilometer radius, employed a free offer and measured response. Moreover, the test was well controlled by only advertising the restaurant’s contact details through the Yellow Pages.