Yellow™ part of Yellow Pages Group™ has been constantly innovating to become more relevant, more competitive, and to have an entirely new relationship with New Zealanders and New Zealand businesses.
Today, people have so many choices and so little time, it’s harder than ever to get the right information – unless you know where to find it. That’s why New Zealanders look to Yellow ™ to find the answers, quickly and easily, 24/7, 365 days a year.

Yellow asked Colenso BBDO and Aim Proximity to develop a marketing program that could demonstrates how Yellow acts as conduit between a community of New Zealand businesses and a community of people looking for a relationship with New Zealand businesses.

We looked further into this proposition and found that every day, four million New Zealanders set out on four million different missions. Some of them are little missions, like a mission to find a friend whose number you wrote on a piece of paper that got accidentally vacuumed up. Or to find the address of that place you heard made a really good lamb pie. Some of them are big missions as well like a mission to choose the right builder to turn your house into your dream home. To find the parts you need to complete the restoration of the car your grandfather left you.

We found that Yellow has a wonderful value exchange that could direct New Zealanders toward the person they’re after. Toward the thing they’re looking for. Toward the right decision. Quickly and easily, whoever, whatever, wherever and whenever it may be.

The Yellow Treehouse program is all about putting Yellow to the test. Tracey, like everyone, has a mission, hers is to build a restaurant in a tree. The test is that she can only use the Yellow Pages, yellow.co.nz and Yellow Mobile to do it. She’ll need to find architects, builders, restaurant suppliers – everything using just Yellow. Even though it’s a brand campaign you can only take the planning so far – what happens from one day to the next can change very quickly.

Launch TVC 30 seconds

We are very confident Tracey and Yellow™ are up to the challenge. As with any building project there may be some compromises made along the way but that’s up to Tracey to manage with support from us and Yellow™ of course. Check her progress daily at www.yellowtreehouse.co.nz

UPDATE – December 18th, 2008

The high life … naturally

NZ Herald
Thursday Dec 18, 2008
By Alanah May Eriksen

The tree house restaurant sits ten metres above the ground in a redwood tree. Photo / Mike Reihana

Table for four? Certainly … just mind the branches.

A restaurant 10m up a tree is something different in dining out, even if it is part of a marketing campaign. The Yellow Tree House, north of Auckland, is a chrysalis-shaped structure on a privately owned redwood forest plantation off State Highway 1 between Puhoi and Warkworth. It was created in 66 days as part of a marketing project for the Yellow Pages.The 10m-wide, 12m-high hut seats 18 people on split-level floors.

Diners enter the hut over a 60m walkway.For $125, they get a three-course meal and a glass of bubbly. The restaurant is also open at lunch time, at $95 a head. Guests will be hosted by the face of the Yellow Pages campaign, Tracey Collins. The restaurant will be open from January 9 to February 9, but bookings will be cancelled if it rains or winds are too high. The restaurant has taken 500 bookings since Monday, and Yellow Pages says the season may be extended.

60 second TVC on air January 2009

Te Papa
Aim Wellington
23rdSeptember, 2008

Te Papa museum in Wellington has a goal to preserve and present the taonga (treasures) of the New Zealand people. The museum attempts to interpret the heritage of New Zealand for national and international audiences, by helping establish New Zealand’s place in the world through contextualising their heritage within the heritage of other cultures.

Te Papa’s this month launched an exciting new addition and multimedia experience called Our Space. The goal was to create an interactive exhibition where the visitor could create and experience their vision of New Zealand via new, state-of-the-art interactive displays. Visitors could come along with the opportunity to mix it, own it, and share a piece of New Zealand history. Interactive features included the opportunity to walk on The Map and trigger New Zealand into action. Get the adrenalin pumping with The High Ride and log onto The Wall and leave your mark on a giant artistic interface.

Aim Proximity on seeing these Interactive displays wanted to be involved and came up with an idea called ‘Get into Our Space’. Basically it was an idea to get New Zealanders to experience and start the Our Space exhibition before you even got near the museum. We wanted to do this by putting your into historical New Zealand scenes and allows them to save and share those space images with friends and family.

To promote the idea and web site we decided to put ‘green screen’ bus shelters around Wellington, which allowed people walking past to take a photo of themselves using their mobile phone. By sending this image taken to a number shown, you would receive your photo back showing you in a totally different yet historically familiar space.

Users could upload an image to the official website, where they could then put themselves into one of a number of NZ historical scenes. We basically attempted to turn visual static history into something that you can interact with.

We also developed an iPhone application to support the web site and promote the event. On downloading the application to your iPhone you could select photos from your photo library or take a new one using the in built camera. You then could select one of the historical Our Space images and morph yourself into the scene.

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26th August 2007

As mentioned in a previous post the People Republic of V is whatever you make it. This week the Colenso BBDO team launched the $100K Virtual Cash Drop promotion.

Since the powers that be wouldn’t let us throw $100k out of a helicopter in the real world we decided we would throw the cash all over the web. All you have to do is be a V Republic member and make sure you get a good spot on the virtual field. To guarantee that spot you have to play the ‘Sprint to the Park’ game and get to the field as fast as you can… too easy!

If you are in the first 2000 people you will be eligible to catch the virtual cash that will be dropped from a virtual helicopter a week later. To see the cash falling we have developed a Bebo widget to insert in your Bebo profile that automatically collates the amount of cash you will receive.

July 22, 2008

This week Colenso BBDO and Aim Proximity launched for Vodafone a campaign focused on showcasing the new innovation products and services available on New Zealand’s leading network. Our communication goal was to get New Zealand customers to understand that the best technology platform in New Zealand is Vodafone’s and that Vodafone’s technology advantage means a better experience for customers and therefore better value.

Compass	Mobile TV	Local Zone	Mobile Internet

We wanted to start the conversation with customers in the right place, make it about the great things the Vodafone network allows you to do. Then follow through with the reason to believe being the technologically better network.

The creative brief was to speak plainly with customers and to avoid using or creating technology jargon. We wanted to showcase Vodafone as a world-leading global network.

As the creative idea developed we knew to have cut through we had to acknowledge that customers have seen previous (and less impressive) iterations of Internet and music on your mobile phone from other competitor networks. So we knew for customers to out take a strong technology superiority message we needed to prove that these are major improvements on previous iterations of mobile Internet and music as well as showcase new GPS and video calling services.

We decided we needed to have a much more involved and detailed level of engagement into the messaging. We needed to be demonstrative and interactive Which is why we recommended putting an interactive experience at the heart of the innovation communication strategy.

Our campaign idea was ‘fold’. The TV showed and demonstrated a number of Vodafone Innovations in a beautifully ‘fold in’ created TVC.

The online experience was basically to ‘fold out’ and give details of these innovation and move the target groups closer to sign up for these products and services. We developed full page roadblock rich media online advertising, the take over execution of the New Zealand Herald was a New Zealand first. All online media executions when to a dedicated Vodafone innovation hub located at the Vodafone New Zealand web site. The content goal was to be engaging, playful and participatory.

   
Vodafone Innovations Web Support

Land Transport New Zealand
Wellington
2nd July 2008

Driver distraction is a growing problem in New Zealand. Each year a staggering number of serious crashes are caused by drivers using their mobile phones behind the wheel. Land Transport New Zealand asked Clemenger BBDO Wellington to develop a campaign to demonstrate to the target audience how a simple thing like texting can have fatal consequences while driving. The challenge however was to not only show people just how dangerous the activity is, but to let them actually experience it for themselves.

The Clemenger BBDO idea was Distracted Drivers an online demonstration allowing viewers of an online ad to text a driver in real time. The banner ad shows a “live webcam” of our driver and encourages the user to send him a text.

	The idea was to demonstrate to the target audience how a simple thing like texting can have fatal consequences while driving. The demonstration begins when a user, scrolling through a web page, comes across what looks like a live webcam of a driver.
	The headline claims the user can send the driver a text message in real time using a simple code. As this had never been done before we needed to over come technical problems and actually create a way to do it. For this same reason, everyone wanted to try it just to see if it would actually work!
	It did. The instant the message is sent, the driver’s phone beeps and lights up. The driver then reaches over and picks up the phone to check the message. Amazingly, the user’s message appears on the screen. We didn’t care what the message was, as only the would see it.
	The user is so distracted by seeing their text message appear live on a web page, they don’t realise the driver is drifting across the road. There is a sudden screech of tyres, a horn blares, and an oncoming car smashes into the driver, causing the screen to flash and cut out.
	Our ‘Distracted Drivers are Dangerous’ message appears, along with the option to watch the sequence again – where the user can plainly see how obvious the oncoming car is when they’re not distracted by their text message.
	Finally, the user receives a text message reminding them how dangerous the phone (now in their hand again) can be if they’re behind the wheel. Both the online ad and follow-up text message encourage the user to share the ‘live text’ experience with a friend.

The first day the campaign received over 170 text messages. Since then thousands more have been sent and the dangers of texting while driving have become a national news issue, surpassing all our expectations. The New Zealand Government has since proposed to ban the use of handheld cell phones while driving, and many companies have forbidden staff to use their cell phones while driving company cars.