Marketing Communications

CASE 5 177

Television $517 340

Online $225 517

Press $120 279

Outdoor $119 170

Radio $104 000

Ambient $32 358

Total media spend $1 118 664

Results and ROI

Perceptions of the Yellow Pages brand were lifted among

the majority of New Zealanders as tens of thousands of

them paid $2 for a piece of direct communications that

demonstrated that Yellow Pages is still the best way to get

any job done:

z Over 100 000 bars of Yellow Chocolate were sold in

four days, creating New Zealand’s fastest ever chocolate

bar launch.

z Over 100 000 New Zealanders actively followed the

campaign by visiting the website, following Josh on

Facebook or Twitter, or signing up for a chocolate trial.

z Over 10% of New Zealanders claim to have talked about

the campaign in conversations with their friends, family

and colleagues.

z Ultimately 61% of New Zealanders were exposed to the

campaign.

z Those 61% feel significantly better about the Yellow

Pages brand than those who were not exposed to the

campaign.

z Brand health improvements centred around the key

metrics of ‘Modern and of today’, ‘ There’s more to Yellow

Pages than the printed directory’ and ‘Up with the latest

technology and innovations’.

z As a result, that 61% of New Zealand consumers and

business people see Yellow Pages as being much more

of ‘a leader in search’.

z Today, Yellow Pages remains the number one place

where New Zealanders search for a business and the

top, most effective advertising medium in the minds of

New Zealand businesses.

z Across the financial year, Yellow Pages outperformed

the tough advertising media market, with a smaller

decline in traditional revenues compared with the

average across other traditional media channels, and

a greater growth in online revenues than the market in

general, demonstrating that although the business

suffered a recessionary impact, that impact was smaller

than the rest of the category.

These results are reviewed in more detail below.

Campaign participation, awareness,

talkability and brand perception

Participation in the campaign was huge, with 81 000 unique

visitors to the website ( http://www.yellowchocolate.co.nz ), 17 000

followers on Facebook and Twitter, and 11 000 people

signing up to be the first to get a taste of Yellow Chocolate.

Once launched, the 100 000 bars sold out in just four days,

each one a powerful piece of direct marketing that told the

full story of Josh using only Yellow Pages to get his job

done. The bar was New Zealand’s fastest-selling chocolate

bar launch ever, outselling favourites like Cadbury Crunchie

and Dairy Milk by two to one. Yellow Chocolate went on

to sell on Trade Me for up to $40 for a single bar, and $320

for a pack of 20 bars. The campaign was ultimately seen by

61% of the country. Well over 1 in 10 New Zealanders claim

to have talked about the campaign in their conversations

with friends, family and colleagues.

Brand health among that 61% of New Zealanders is

significantly better than among those that were not

exposed to the campaign, particularly among those critical

measures of ‘Modern and of today’ and ‘more to Yellow

Pages than the printed directory’ ( Figure 5.6 ).

Compared with the Treehouse campaign, the improve-

ment in brand health between those that saw the campaign

and those that did not is much greater for the Chocolate

campaign:

Treehouse Chocolate

Is modern and of today 4% better 32% better

More than the print directory 13% better 18% better

Up with the latest technology 11% better 29% better

With the Chocolate campaign, Yellow Pages made more

New Zealanders feel better about the Yellow Pages brand

than they had in the previous year, demonstrating that the

Chocolate campaign built on the success of the Treehouse

and grew brand health further again.

Perceptions of Yellow Pages being a ‘leader in search’

are significantly stronger among those exposed to the

campaign ( Figure 5.7 ).

Product usage

Despite consumers being given many more on- and offline

ways to search for businesses, Yellow Pages remains the

number one choice for New Zealanders ( Figure 5.8 ).

Again, despite continued efforts from other advertising

media, small and medium-size businesses in New Zealand

still perceive Yellow Pages to be by far the most effective

advertising medium for them ( Figure 5.9 ).

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