Tip me over
Issue 16 | September 2010
Agency
Rapp New Zealand
Creative Team
Writer, Creative Director: Kim Pick; Art Director, Executive Creative Director: Wayne Pick
Production Team
Photographer: Tony Drayton; Retouching: Gordon Moir
Other Credits
Account Director: Clare Waldron; Client Services Director: Maggie Christie; Digital Communication Manager, Yellow: Lydia Whitehead; Head of Communications and Channel, Yellow: Lucy Cameron; Marketing Director, Yellow: Kellie Nathan
Date
July 2010 launch
Background
Yellow delivers more than 5.5 million directories to homes and businesses in New Zealand each year. But it has also become one of the country’s top 10 websites in with over 2.3 million searches each month on yellow.co.nz.
To reinforce its position as a digital innovator, Yellow wanted to partner The NZ Herald to be the first New Zealand companies to showcase advertising created specifically for the iPad when it launched and reach a highly engaged audience of influential early adopters.
Idea
Because it was likely to be used as part of the launch road show to demonstrate the attributes of the new iPad to a curious and enthusiastic New Zealand market, the ad needed to be fun and interactive.
Tipping an iPad changes the format. Research showed iPad users like the portrait format for reading and the landscape format for video.
In the ad, however, when viewers tipped the image of a woman on a chair, instead of resizing the picture, she got tipped over over, literally.
This demonstrated how people use Yellow searches: for both ‘wants’ and ‘needs’. ‘Wants’ were the furniture, fashion, glassware, home décor and shoes you liked the look of and ‘needs’ were what you required to clean up after tipping over.
Yellow dots highlighted different items in both scenarios. When touched, they brought up the relevant Yellow search. The links were all clickable showing how easy it was to find anything and everything with Yellow, no matter what the circumstances.
Results
With the iPad expected to launch in New Zealand only at the end of July, results are not yet available.
Our Thoughts
I think the iPad is going to change advertising radically as it is already changing publishing. It is going to hasten the convergence in new and exciting ways.
It’s good to have in Directory two examples of early adoption. Proximity France have leveraged the desirability of the new gizmo itself while here we have New Zealand’s first interactive ad designed specially for the iPad. If the ad is not brilliant in itself, it does point the way to what can be done with more time and money in the future.And what is brilliant is that Wayne and Kim Pick saw an opportunity where no-one else did and wanted to be the first to do something on the new platform.