Yellow has launched a new mass advertising campaign - the first in four years - to remind Kiwis that the paper phonebook isn’t the only way to use Yellow.
The company has redesigned its website and is also launching a mobile app to connect Kiwis to the local businesses they’re looking for.
“The first thing people will notice on yellow.co.nz is that the site has had a refresh; it’s also been optimised for a range of devices including smartphones and tablets,” says Maja Lee, head of communications at Yellow. “We have a programme of enhancements to evolve yellow.co.nz and our app in the coming months as part of our commitment to delivering great results to Kiwi businesses. It’s all about helping them be found wherever Kiwis are looking, be it online, via the Yellow app or in our books,” she said.
The creative, developed by agency partner True, focuses on Ernest Hemingway’s famous six word story (“For sale: Baby shoes. Never worn”).
“We love that idea. It’s really simple and gave us the ability to write our own stories using popular search terms on our website,” says Lee.
“We’ve got multiple six word stories that share some of the life events and journeys that lead people to turn to Yellow to find the business or service they’re looking for. And they’ve got a quirky twist at the end, designed to bring a smile to the face,” adds Lee.
The six-word stories - 20 in total - will be seen all across the country until 14 December. The campaign includes ads on the radio, online and in bus stops and it will also be across 17 shopping malls.
“It’s really exciting and it’s all about getting New Zealand to use yellow.co.nz or the app. We are aware that people use all different channels for their search needs. The shift is going to online, we acknowledge that, but print is important for some people and we want to make sure we’re across all of them,” says Lee.
The campaign will be rolled out through country with a comprehensive media plan developed in conjunction with media partner, Starcom.