Yellow Pages | Hidden Pizza Restaurant | Australia

Though not as big as the award winning ‘Yellow treehouse’ campaign last year, the ‘Hidden pizza restaurant’ project also calls on the general public's participation to make the campaign work.

Clemenger Proximity Melbourne is the agency behind the above-the-line television commercials, print, radio and online executions that launched nationwide in Australia this week.

Initially through a blog site and limited letter box drop activities, Yellow Pages kick started the campaign by revealing that in two weeks time free pizzas will be available to those able to find the restaurant's contact details. The only clue was to “look for it the way you would any other business”.

Of course the only place the hidden restaurant was listed was the Yellow Pages. Once the phone number was found, the address of the pizza restaurant was sent via sms to the lucky participants.

In two short weeks, 8,000 people found the restaurant of which 70 per cent found it through the Yellow Pages.

“We demonstrated the effectiveness of advertising in the Yellow Pages in the toughest conditions possible – we built a business, hid it, challenged people to find it and filmed the results,” said James McGrath, creative chairman at Clemenger Proximity Melbourne.

“We’ve been using testimonial-style ads for a few years and we know they work. This campaign was an experiment to re-engage both users and advertisers,” said Michelle Sherwood, general manager of marketing for Sensis, parent company of Yellow Pages.



Credits:
Project Hidden Pizza Restaurant
Client Yellow Pages
Creative agency Clemenger Proximity Melbourne
Creative chairman James McGrath
Copywriter Ant White
Art director Russel Fox
Executive producer Sonia von Bibra
Producer Karolina Bozajkovska
Interactive producer Dean Wormald
Interactive director Tommy McCubbin
Account servicing Chris Howatson, Nicole Connor, Stephanie Drucker, Melissa Pearce
Production company Radical Media
Director Patrick Hughes
Director of photography Cameron Barnett
Executive producer Karen Bryson
Producer Victoria Conners Bell
Editor Nigel Karikari
Post-production company Iloura/Digital Pictures
Sound Dmitri
Exposure Television, print, radio, online