The challenge
This is the era of the Internet search engine, so why go through a thick book to search for something? It’s easy to dismiss the Yellow Pages directory as antiquated. How do you keep something like the yellow pages relevant?
The strategy
Prove the Yellow Pages to be a modern, relevant tool that can still get things done, even in the digital age. Make it real-time and interactive for people of the digital age, to become more engaging and to let consumers see the work unfold for itself.
The idea
Get an average Joe to use the yellow pages for something. Use the Internet to comment and help out, making use of old and new technology for it to work.
The execution
A guy named Josh went on live television, and was challenged to create and launch a chocolate bar that tasted "yellow." Viewers sent suggestions via his website, Twitter, and Facebook. Weekly TV spots and “web-isodes” kept them updated on his progress, and in turn learned about what kind of businesses have helped him out.
Five months later, he launched the “yellow-tasting” chocolate bar with his own campaign including TVC’s, outdoor advertising, and point-of-sale materials. The chocolate was sold in a major supermarket as well as service stations, and carried the story of its creation.
The results
Josh’s chocolate was the fastest-selling chocolate bar in New Zealand in a decade. People were paying $2.00 for what was actually a piece of direct marketing. The product was sold out in supermarkets and was even offered up for online trade for up to $320.00. Josh had 80,000 online followers, 16,000 Facebook fans, and 800 Twitter followers, and people just kept talking about it.
