Case History Database

How do we get Australian businesses to once again believe in the effectiveness of Yellow Pages, when they currently see the brand as nothing more than an outdated print directory? To resolve this crippling business problem and protect over $1.2 billion in advertising revenue, we took a calculated risk by opening our own business – the Hidden Pizza Restaurant – to prove Yellow Pages still works. It could only be found via an advertisement in the Yellow Pages. We documented customer’s interactions with the business and repackaged our success into traditional advertising formats distributed across bought and owned media. Small businesses were captivated by our large-scale product demonstration. As the most successful lead generation campaign ever created for Yellow Pages, we achieved 15% growth on lead generation targets and delivered a $10.80 : $1 return on marketing investment.