Yellow – Things Just Got Brighter

Working collaboratively with Yellow through a 5-day MESA experience, we developed Robyn’s Undies - a campaign that demonstrates how one woman (Robyn Malcolm) brought her long-held dream of starting an underwear business to life, using only Yellow’s digital marketing products.

The concept was designed to get the attention of the nation, so people could see that Yellow is more than just the Yellow Pages, and offers credible digital products such as websites, SEO, Facebook advertising, digital experts, dashboards and more.

The idea started as an advertising campaign, but also assisted in Yellow’s business transformation. We developed new products and pricing, a new customer experience, an updated website, a TV commercial, outdoor and digital creative, a channel strategy, and a PR strategy and plan.

The campaign was a hit, with a reach of more than 1.9 million in PR coverage. It reached over 55% of our target audience through paid media and surpassed the KPIs for Yellow website visits by 400%. It also scooped some metalware: we received the only B2B Effie at the Aotearoa Effie Awards, and won two Drum Awards: Best Omnichannel Campaign, and Best B2B Brand Campaign. The campaign also won a Cannes Lion in the B2B category.

Head over to our blog to read a bit more about the campaign, and the MESA process.