We didn’t want to just demonstrate that Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hidden business - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact details in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without any reference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results through a fully integrated campaign, targeting small businesses throughout Australia.

8,000+ people found the Hidden Pizza Restaurant – 71% by using Yellow Pages. Our results were released through a fully integrated campaign. The message – put your ad in Yellow Pages and be found. Since the launch, there’s been a 23.5% increase in new business leads in the first week of the campaign being on air.