To revamp the relevance of Yellow Pages in a Google world they didn’t just go out there introducing a new brand look & feel. Instead, they engaged the audience through a convincing and multi-layered product demo.
After selecting an unknown accordion player out of hundreds of social media applicants, they commissioned her to build a treehouse restaurant only using the aid of Yellow Pages. The project was promoted and followed by TV, outdoor and social media again and unpaid media coverage.
As all classics, it has plenty of success elements: a simple and iconic idea (building a treehouse), integrated media, beautiful execution (they went the extra mile capturing the making-of), social media value and outstanding business and awards results.
In case you missed it, you might also like the Yellow Pages Hidden Pizza case study.