Yellow Toolbox
Yellow
Yellow
Target Audience
When Yellow introduced a new range of digital offerings, they needed to get the word out to small and medium businesses across New Zealand. These companies are diverse, they’re often cynical, and for most of them, the digital world wasn’t a familiar space. In fact, this would likely be their first experience with Yellow beyond the annual book.
Marketing problem
With the rise of the digital era, Yellow needed stay relevant and become known for more than the printed page. And for the first time they could offer their clients a website, so they could be found on Google, an online video and a Facebook page. They needed to let SMEs know about this service, and at the same time prove how effective it was.
Objective
What better way to show the power of Yellow’s offering, than by physically demonstrating it? Of course there’s nothing new about retrospective case studies, so we decided to show each story as it unfolded. And that meant setting up 12 businesses with a full Yellow digital offering, and tracking their progress as it happened. Live. Every step of the way.
Solution
Each of the 12 businesses were given a set of digital advertising tools, then we measured the results. From florists to arborists, locksmiths to builders, a button was pushed and data was captured. It was then linked to live billboards and a website, where the world could see their progress, complete with video diaries, photos and blog entries.
We weren’t just talking about how good Yellow’s digital solutions were. We were actively showing it.
When Yellow introduced a new range of digital offerings, they needed to get the word out to small and medium businesses across New Zealand. These companies are diverse, they’re often cynical, and for most of them, the digital world wasn’t a familiar space. In fact, this would likely be their first experience with Yellow beyond the annual book.
Marketing problem
With the rise of the digital era, Yellow needed stay relevant and become known for more than the printed page. And for the first time they could offer their clients a website, so they could be found on Google, an online video and a Facebook page. They needed to let SMEs know about this service, and at the same time prove how effective it was.
Objective
What better way to show the power of Yellow’s offering, than by physically demonstrating it? Of course there’s nothing new about retrospective case studies, so we decided to show each story as it unfolded. And that meant setting up 12 businesses with a full Yellow digital offering, and tracking their progress as it happened. Live. Every step of the way.
Solution
Each of the 12 businesses were given a set of digital advertising tools, then we measured the results. From florists to arborists, locksmiths to builders, a button was pushed and data was captured. It was then linked to live billboards and a website, where the world could see their progress, complete with video diaries, photos and blog entries.
We weren’t just talking about how good Yellow’s digital solutions were. We were actively showing it.
