Reality Billboard
Issue 17 | December 2010
Agency
Shalmor Avnon Amichay Y&R Tel Aviv
Creative Team
Chief Creative Officer: Gideon Amichay; Executive Creative Director: Tzur Golan; Creative Director: Yariv Twig, Roy Cohen, Sagi Blumberg; Copywriter: Sharon Refael, Maayan Dar, Dan Kashani; Art Director: Gil Aviyam, Tom Dolinger
Date
September 2010
Background
Reality Billboard was a social media-fuelled reality game inside a billboard.
How do you create the ultimate reality? You take the winners of the two top rated reality shows in the country and set them against each other. Inside a billboard.
Idea
"Big Brother" winner versus the winner of "Survivor".
All assignments and tasks during the reality game were performed using only the different interfaces of Yellow Pages: Smart-phone app, website, Facebook and a special minisite.
Six live cameras recorded and broadcasted the action to three online channels.
The audience on the spot and at home aided their favourite contender by voting on the minisite and using the mobile app.
Results
- 110,001 votes online
- 100,000 viewers online
- 174,048 unique visitors
- Facebook fans of Yellow Pages have doubled
- +28% increase in traffic to Yellow Pages site
- Tons of national and international PR