Нестандартная реклама "Hidden pizza restaurant", рекламодатель: Sensis Yellow Pages, агентство: Clemenger BBDO
Название: Hidden pizza restaurant
Агентство: Clemenger BBDO
Рекламодатель: Sensis Yellow Pages
Страна: Австралия
Сектор бизнеса: Рекламно-полиграфические услуги
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Ant Keogh | Clemenger BBDO Proximity | Executive Creative Director |
| Josh Robbins | Clemenger BBDO Proximity | Creative Director |
| Russel Fox | Clemenger BBDO Proximity | Art Director |
| Ant White | Clemenger BBDO Proximity | Copywriter |
| Sonia von Bibra | Clemenger BBDO Proximity | Agency Executive Producer |
| Karolina Bozajkovska | Clemenger BBDO Proximity | Agency Producer |
| Chris Howatson | Clemenger BBDO Proximity | Group Account Director |
| Nicole Connor | Clemenger BBDO Proximity | Account Director |
| Stephanie Drucker | Clemenger BBDO Proximity | Senior Account Manager |
| Melissa Villegas | Clemenger BBDO Proximity | Account Manager |
| Dean Wormald | Clemenger BBDO Proximity | Interactive Producer |
| Tommy McCubbin | Clemenger BBDO Proximity | Interactive Director |
| Patrick Hughes | Radical Media | Director |
| Karen Bryson | Radical Media | Executive Producer |
| Victoria Conners Bell | Radical Media | Producer |
| Nigel Karikari | Radical Media | Editor |
| Cameron Barnett | Radical Media | DOP |
| Joost Baker | Designer | |
| Miranda Hanger | Project Manager | |
| Geraldine Davys | Sensis Yellow Pages | Brands and Communications Group Manager |
Describe the brief from the client: With businesses having more advertising options than ever before, especially online, we needed to convince small businesses that people still look for them in the Yellow Pages®.
Creative Execution: The audience for Hidden Pizza Restaurant is the hundreds of thousands of small to medium businesses throughout Australia. This idea literally demonstrated hard proof to our advertisers, showing customers finding a business in Yellow pages. (Even, in this case, a business that was completely hidden.) After the restaurant closed we released our results through a fully integrated campaign, targeted to small businesses throughout Australia. The message - put your ad in Yellow Pages® and be found by customers. This was communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail. It was a brand new way to get across an old story and make our customers take another look at Yellow pages
Describe the creative solution to the brief/objective. We didn`t want to just demonstrate Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hidden business - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact details in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without any reference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results through a fully integrated campaign, targeting small businesses throughout Australia.
Describe the results in as much detail as possible. 8,000+ people found the Hidden Pizza Restaurant - 71% by using Yellow Pages. Our results were released through a fully integrated campaign. The message - put your ad in Yellow Pages and be found. Since the launch, there`s been a 23.5% increase in new business leads in the first week of the campaign being on air.
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