Then read on...
Working hours have never been so long, media channels so fragmented and the public so skeptical. So, we like to take the brand to consumers at their most receptive, whilst they are at leisure. Consumer loyalty often starts with this brand experience – because a brand in hand is a brand in mind
To increase awareness of Yellow Pages we produced thousands of yellow envelopes containing a competition on a yellow card to win tickets to Yellowstone National Park.
Promo staff, dressed in yellow, made a high impact by handing out the yellow packets from a bright yellow bus. Each envelope contained six sunflower seeds so that everyone, and even those who did not win, could take a bit of yellow home with them. The campaign was tested in N Ireland initially and, due to its successful profile raising, the campaign was repeated nationally. The campaign targeted businesses during rush hour at key commuting hots-pots and consumers at retail and high street locations. A survery, ‘Better Brighter’, explored the relationship between bright (or dull) weather and British lifestyle (more people move jobs in dull weather) – ensuring positive media take-up.
Those who experienced the event and those who entered the competition never again asked the colour of our client's pages! Although the campaign was designed for N Ireland only, the campaign was subsequently rolled out nationally. We were left contented with a surfeit of sunflower seeds!