Cannes Lions

YELLOW PAGES

COLENSO BBDO, Auckland / YELLOW PAGES / 2010

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Overview

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Overview

Description

In February 2010 we launched the fastest selling new chocolate bar in New Zealand in ten years.But we weren’t actually selling chocolate.Five months earlier we’d given a very average New Zealander a task.

Create a chocolate bar that tasted of yellow.He could only use businesses from the Yellow pages to help.He needed a flavour, packaging, manufacturer, distribution, marketing, and to launch it to New Zealand.He suceeded.The country scurried to find out what yellow tasted like.

And pay $2 for a piece of Yellow pages direct marketing.

Execution

We challenged a very average New Zealander, Josh, 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.

He had to organise the flavour, packaging, distribution, manufacturing, marketing and launch to the country.New Zealand followed his progress via tv spots, website and Facebook page.Five months later he launched his yellow tasting chocolate bar with his own nationwide campaign.New Zealand’s fastest selling new chocolate bar carried the story of how he had created it using the Yellow pages.

Outcome

Josh proved how Yellow helps an ordinary bloke get an extraordinary job done.His was the fastest selling chocolate bar in New Zealand in ten years.People paid $2 for a piece of direct marketing.Supermarkets sold out and bars would be traded online for up to $320.It was the most talked about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations.More than 80 000 followers online, 16 000 Facebook fans, 800 twitter followers.

Online usage was up 9%. Out performing the preceding year’s campaign, The Treehouse Restaurant.

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