Brickbats and bouquets for Yellow television ad

For immediate release

Attention marketing and media writers

4 October 2007

Brickbats and bouquets for Yellow television ad

While Yellow Pages Group’s black hands television advertisement was on the wrong side of Fair Go’s annual ad awards last night, the company says the award reflected the great cut-through and talkability which were key objectives of the campaign.

The ad has been one of the most popular on television this year, with over 80% of people surveyed saying they liked the ad. Additionally 2,000 readers surveyed by industry magazine AdMedia rated it as their favourite ad for the month of August.

These results are noteworthy considering the media spends for other popular television campaigns were likely to be far greater than that for the black hands ad.

Yellow Pages Group Marketing Director Blair Glubb says the campaign exceeded expectations.

“We certainly set out to generate talkability and the amount we did generate was staggering. People certainly reacted in different ways – some liked the music, others the hands – but overall the research shows the ad was received extremely positively.

The campaign was created by Saatchi & Saatchi, and launched Yellow Pages Group’s new Yellow brand, an evolution of the iconic Yellow Pages brand.

Mr Glubb said the brand needed to be more relevant to today’s media environment and, with the emergence of online and new media channels, advertising was now about much more than just printed pages.

“We are innovating and moving with the times. We need to be able to present our customers’ businesses to New Zealanders in the way they want to find information, and that means not just in print but online, via the 018 directory service, and shortly via a new mobile find-it service as well.

“We aim to be New Zealand’s number one find-it resource and it’s logical that our brands reflect this.”

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