Yellow Toolbox
Yellow - Digital Advertising Solutions
Issue 23 | June 2012
Agency
RAPP Tribal NZ
Creative Team
Executive Creative Director: Toby Talbot; Creative Directors: Aaron Goldring, Maria Ward; Deputy Creative Directors: Steve Anderson, David Reid; Strategist: David McIndoe; Lead Designer: Jason Vertongen; Senior Copywriter: Natalie Knight; Senior Art Director: Gavin Siakimotu; Copywriters: Christie Cooper, Misa McConnell; Art Director: James Conner
Other Credits
Group Business Director: Greg Jones; Senior Account Managers: Dave Wilson, Ryan Davies, Katja Green; Account Director: Carly Pratt; Senior Digital Producer: Paul Shannon; Digital Producer: Lucy Sampson; Digital Services Director: Paul Pritchard
Date
September 2011
Background
Yellow had introduced a new range of tailored digital solutions to help New Zealand SME's showcase their business online. For the first time, Yellow could now hook their clients up with a business Facebook page, a website so they could be found on Google, as well as an online video to showcase what their business was all about.
Idea
What better way to show the power of Yellow's offering than physically demonstrating it?
12 businesses were set up with online advertising using Yellow's tools. Then they measured how each of them did. From florists to arborists, locksmiths to builders, if a button was pushed, data was captured. This data was conncted to live billboards and a website, where, together on a single dashboard, visitors could see in real time how the businesses were doing.
Each business story was kept up-to-date through video diaries, photos, and blog entries of how Yellow was helping to take their business further.
Of course, there was nothing new in presenting a series of case studies. The difference was that each story was shown at every step of the way. Live. As it happened. They could either succeed or fail.
And Yellow couldn't control the outcome.
Results
21,574 unique visitors to site with 8,038 return visits.
569 leads were generated, up 2700% on the previous year's campaign.
Our Thoughts
When we talk about accurately measuring a campaign, it's now more often referring to hidden click and conversion rates. But these results were out there for all to see. And in an interesting enough way that even if the numbers weren't great, you'd probably fault the business before Yellow.