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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

Our Work > Case Study
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Yellow Pages
Promoting Yellow Pages

CHALLENGE. Increase consumer awareness of Yellow Pages 

INSIGHT. 70% of consumers who failed to recall the names of UK's business listings subsequently remembered Yellow Pages on sight of colour prompts. Competitor brands, lacking similar distinctive colour branding, failed the test.

SOLUTION. We distributed yellow envelopes containing a yellow card offering holidays in Yellowstone National Park. Promo teams, driving a yellow London Routemaster, distributed the yellow packets announcing 'Hellow' whilst wearing yellow T-shirts. The envelopes each contained five sunflower seeds ensuring that all participants, even those not lucky enough to go to Yellowstone, could plant up their own little bit of brightness. 'Hellow' went live during rush hour at commuting hot spots to penetrate relevant local business networks. A poll ensured media take up – ‘Better Brighter’, explored the relationship between brighter weather and British business lifestyle (a higher percentage people move jobs during dull weather) 

RESULT. Yellow Pages brand awareness was increased by celebrating its branding attributes – we were left content with a surfeit of sunflower seeds.