YELLOW CHOCOLATE

Credits & Description:

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: YELLOW PAGES
Product/Service: ONLINE BUSINESS DIRECTORY
Agency: COLENSO BBDO
Agency: AIM PROXIMITY
Date of First Appearance: Sep 27 2009 12:00AM
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director, Art Director, Copywriter, Digital Art Director: Steve Cochran (Colenso BBDO)
Digital Creative Director, Art Director, Copywriter, Digital Art Director, Digital Designer: Aaron Turk (Colenso BBDO)
Account Director: Rachel Turner (Colenso BBDO)
Group Account Director: Andrew Holt (Colenso BBDO)
Agency Producer: Paul Courtney (Colenso BBDO)
Account Manager: Katya Urlwin (Colenso BBDO)
Account Director: Terri Williams (AIM Proximity)
Planner: James Hurman (Colenso BBDO)
Marketing Director: Kellie Nathan (Yellow Pages)
Creative Director, Digital Creative: Dave King (AIM Proximity)
Digital Creative: Aaron Goldring (AIM Proximity)
Digital Developer: Dave Colquhoun (Data Smugglers)
Digital Producer: Amanda Theobald (AIM Proximity)
Director: Chris Grahame (Good Life Films)
Producer: Tanya Haitoua-Cathro (Good Life Films)
Sound Design: (Native Post)
Sound Design: (Kog Studios)
Photographer: Stephen Langdon (Reload Agency)
Retoucher: Kevin Hyde (Colenso BBDO)
Media placement: Live Television - National Television Breakfast Show - 14/09/2009
Media placement: Online - Yellowchocolate.co.nz, Facebook - 14/09/2009
Media placement: Banner Ads - National News Sites, Yellowpages.co.nz - 4/10/2009
Media placement: Television Campaign - National Television - 27/09/2009
Media placement: Radio - National Radio - 14/09/2009
Media placement: Mobile - Twitter, Live Twitter Feed To Outdoor Billboards - 14/09/2009

Describe the brief/objective of the direct campaign.
A generation is growing up googling everything. We needed to make and keep the Yellow brand alive in the hearts and minds of this generation. To move perceptions of the Yellow pages being an big antiquated book your folks used to find stuff in, to now being a modern relevant tool, online and off, that can help anyone get any job done. We didn’t want to just tell this young cynical audience, we wanted to prove it. We wanted to get them to participate with the brand online. And give them some tangible proof. Literally.

Explain why the creative execution was relevant to the product or service.
We challenged a very average New Zealander, Josh, to accomplish a project using only businesses found in the Yellow pages. To create and launch a chocolate bar that tasted of yellow. TV spots highlighted his progress pointing consumers to his website to watch webisodes, chat, make suggestions, and see the businesses that had helped. Consumers could also join his fan page on Facebook and sign up for tweets. Five months later, he launched his yellow tasting chocolate bar. A piece of DM - the bar carried the story. Solid proof that with Yellow pages you can get any job done.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We were able to demonstate with a real life, real time project, how even a want–to-be musician, ex photocopier salesman, could get a job, he was not at all skilled in, done using the Yellow pages. As more and more people got on board with Josh’s journey to accomplish the task he’d been given, anticipation, discusssion, and debate around what the taste of yellow grew and grew. To the point where consumers would actually pay for the final element. New Zealand’s fastest selling chocolate bar was actually a piece of direct marketing for the Yellow pages.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Josh’s yellow tasting chocolate bar was the fastest selling new chocolate bar in New Zealand in ten years. People queued to pay $2 for our piece of DM. (With a 100% opening rate!) Some supermarkets sold out on launch day and bars traded online for up to $320. More than 80 000 followed the campaign online, 16 000 Facebook fans (now a NZ Facebook case study) and 800 twitter followers. Use of Yellow online grew 9%. It was the most talked about campaign in New Zealand and proved that with Yellow an ordinary bloke can get an extraordinary job done.