Promoting Yellow Pages

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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.

The result

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!