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.

Josh succeeded in demonstrating how the Yellow pages could help an ordinary bloke get an extraordinary job done.Josh’s yellow tasting chocolate bar 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 for the Yellow pages.Some supermarkets sold out on launch day 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 face book fans, 800 twitter followers.

Yellow pages online usage was up 9% - even out-performing the preceding year’s campaign, The Yellow Treehouse Restaurant.Facebook groups started calling for us to Bring Back the Yellow Chocolate.

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.