Cannes Lions

BUSINESS DIRECTORY

COLENSO BBDO, Auckland / YELLOW PAGES / 2010

Awards:

1 Gold Cannes Lions
Presentation Image
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Overview

Entries

Credits

Overview

Execution

Live on national breakfast television we challenged a very average New Zealander to accomplish a project using only businesses he could find in the Yellow pages.

We asked him to create and launch a chocolate bar that tasted of yellow.

Fortnightly TV spots highlighted his progress. These pointed consumers to his purpose built website where they could watch full length webisodes, chat with Josh, make suggestions on flavours, and learn about the businesses that had helped him.Consumers could also join his fan page on Facebook and sign up for tweets.

His tweets were also transmitted to specially modified billboards.

Five months later, he launched his yellow tasting chocolate bar with his own nationwide campaign including a fully animated TVC, outdoor and POS.The yellow chocolate bar which sold through a major supermarket chain and service stations, carried the story of how Josh had created it using the Yellow pages.

Outcome

Josh proved Yellow can help an ordinary bloke get an extraordinary job done.His was the fastest selling chocolate bar in New Zealand in ten years.People were paying $2 for what was actually a piece of direct marketing.Supermarkets sold out and bars would be traded online for up to $320.80,000 followers online, 16,000 Facebook fans, 800 Twitter followers.

It was the most talked-about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations.Online usage grew by 9%.Outperformed the preceding year’s campaign, The Treehouse Restaurant.

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