Fish Hook
Issue 14 | March 2010
Agency
RAPP New Zealand
Creative Team
Executive Creative Director: Wayne Pick, Head of Copy: Kim Pick, Copywriter: Darryl Wong, Art Director: Kenton Osmond
Production Team
Production Manager: Marcel De Ruiter
Other Credits
Managing Director: Clare Waldron, Account Manager: Sheryl Kishore
Date
October 2009
Background
Small business owners usually forget about their Yellow pages ad until their annual renewal comes round. And when it does, it’s almost a grudge purchase – they find it hard to see the value. The brief was to grab their attention and remind them that the Yellow Pages, and especially the new Yellow Connect service, was their ideal way of catching more customers and reeling them in.
Idea
The envelope was constructed with a piece of fishing line and a bright yellow tag protruding through the top. When you pulled at the fishing line, it ripped open the envelope so you literally reeled in the contents. Inside, the fishing line was connected to a hook through the Yellow Connect section at the base of the ad, showing how this extra ‘bait’ could help the recipient lure and reel in more customers.
Our Thoughts
I am a big fan of Rapp New Zealand because it’s an agency constantly trying to answer the same old briefs in new and interesting ways. And usually for next-to-no-budget. For Yellow Pages trying to remind small businesses of the value of an ad. will be an annual pain in the neck. So if anyone can make even opening the envelope dramatic and relevant (even if the pun is a bit um…fishy) then good on them.
Yellow Pages got the very best out of AIM Proximity and who knows why the account has moved to Rapp. But wherever (s)he goes the client seems to want ideas that are interesting as well as to the point. Respect to that person.