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.

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.”