YELLOW PAGES: Yellow Pages Treehouse Restaurant Case Study

The advert titled Yellow Pages Treehouse Restaurant Case Study was done by COLENSO BBDO AUCKLAND advertising agency for YELLOW PAGES company in New Zealand. It was released in the June 2009. Business sector is Publications & media.

Credits:

• Type of Entry: Titanium and Integrated
  Title: TREEHOUSE RESTAURANT
  Advertiser/Client: YELLOW
  Product/Service: BUSINESS DIRECTORY
  Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND
  Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
  Creative Credits
  Name Company Position
  Nick Worthington Colenso BBDO Executive Creative Director
  Steve Cochran Colenso BBDO Creative Director
  Dave King Aim Proximity Creative Director
  Anne Boothroyd Colenso BBDO Creative
  Tony Clewett Aim Proximity Creative
  Aaron Goldring Aim Proximity Creative
  Maria Lishman Colenso BBDO Creative
  Nick Worthington Colenso BBDO Creative
  Steve Cochran Colenso BBDO Creative
  Dave King Aim Proximity Creative
  Paul Courtney Colenso BBDO Project Manager
  Matthew Pickering Aim Proximity Account Service
  Ngaio Pardon Colenso BBDO Account Service
  Victoria Pether Aim Proximity Account Service
  Karen Boulton Aim Proximity Account Service
  Krystel Houghton Colenso BBDO Account Service
  James Hurman Colenso BBDO Planner
  Nigel Sutton Colenso BBDO Agency TV Producer
  Stephen Langdon Reload Photographer
  Michael Reihana Mike Ltd. TV Production Company Producer
  Details
  Describe the campaign/entry:
  Yellow say they can help anyone get any job done. We decided to prove it by challenging someone to build a restaurant in a tree only using Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over three months she worked with more 65 Yellow listed companies to build a tree house restaurant. We documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month.
  Give some idea of how successful this campaign/entry was with both client and consumer:
  Other than proving you can get any job done with Yellow we had these results: We generated an estimated 3.5 million in media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. We attracted 220,000 visitors to our website averaging 5 minutes per visit. We lifted unprompted brand recall up by 37%. Regional directory sales up 6.7% against international trend. Yellow Online usage up 11% at expense of Google. Yellow Book usage up 9.2%. This campaign was three times more effective than any previous Yellow campaign. And Yellow is now asking “What are we going to do next year.”
  Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
  This campaign started with a small space ad in the newspaper asking for applicants to take on our challenge for a few months. We chose Tracey. We launched with a 30 second TV spot that explained her challenge to the country. Outdoor billboards and online banner ads supported it and everything directed you to our website yellowtreehouse.co.nz. Over the next three months Tracey used Yellow listed companies to actually build a restaurant in a tree. You could watch progress live online, and we made 15 second update TV ads and more billboards. PR and media interest was enormous. At the end of three months the restaurant was complete and Tracey opened for bookings online, booking out every day of January within a couple of days. We ran a 60 second TV ad that retold the whole story from beginning to end culminating in the first dinner in the tree beneath the stars.