MELBOURNE: Yellow Pages has broken away from its traditional testimonial ads for the launch of its Hidden Pizza Restaurant TVCs on Sunday (23 May).
The campaign, created by Clemenger Proximity Melbourne, is part of Yellow Pages ongoing strategy to show the effectiveness of advertising in the Yellow Pages.
Sensis general manager marketing Michelle Sherwood said the campaign demonstrated in a very public way the effectiveness of advertising through the Yellow Pages search network.
“We’ve been using testimonial-style ads for a few years and we know they work. This campaign was an experiment to re-engage both users and advertisers with the Yellow Pages brand and it exceeded our expectations,” Sherwood said.
“It proved that if you want your business to be found, Yellow Pages is a great place to be.”
The TVCs will bring to life a PR stunt run by the company in April. The stunt incorporated a limited letter box drop and a blog site, promoting free pizzas – the only catch was that people had to find the restaurant’s contact details first.
The only clue people were given was to “look for it the way you would any other business”.
Once people found the number, they were able to ring and order and have an SMS with the address of the restaurant sent to their mobile. The location was hidden at the end of an alleyway, through a roller door, down a service lift and underground - there was no sign outside.
While the restaurant was open, Clemenger Proximity was busy shooting a series of TV ads. They will be supported by print, radio and online executions.
OMD Melbourne is Yellow Pages' media agency.
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