In Australia, branded entertainment is often crowbarred into lifestyle programs. It often takes the form of competitive challenges that are essentially product demonstrations dressed up as light entertainment.When our client Yellow Pages became a sponsor of the nationally broadcast DIY programme ‘The Renovators’, the release of the Yellow Pages API (application programming interface) and the dramatic upsurge in Australians watching online catch-up TV, birthed a unique idea. This idea not only seamlessly demonstrated that Yellow Pages is still the best way to source local businesses, it made a lifestyle programme as much about actually doing, as it is about watching.

Using media sponsorship of DIY show in a completely new way, we developed a web application that turns watching online TV into a whole new way of using the Yellow Pages : Yellow Pages Renovision.Yellow Pages Renovision seamlessly combines traditional Yellow Pages results with one of the newest forms of media, online catch up TV. It takes localised Yellow Pages data and applies it at the precise relevant moment of online catch up TV episodes, so people are exposed the search results at the exact moment they’re inspired.

Between 5 August until the 13th October 2011, this unique advertising medium put a staggering 1,026,063 localised and highly relevant Yellow Pages business listings in front of passionate renovation fans, at the precise time they’d be most inspired to get a specific project started.