Our creative strategy was simple. Combine a huge product demonstration, to show how Yellow can help anyone get any job done, with paid media for assured awareness, with a significant online component to strengthen the brands connection with the digital world. Plus, we gain as much media attention as we could along the way.So we decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. We documented the whole event and kept New Zealand updated with TV ads, outdoor and online banners which directed people to our website. There you could engage with Tracey’s daily blog, webisodes and live webcam.

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 trends.Yellow Online usage up 11% at the expense of Google.Yellow Book usage up 9.2%.This campaign was three times more effective than any previous Yellow campaign.And Yellow are now asking “What are we going to do next year.”