Hidden Pizza Restaurant
Yellow Pages needed to prove to businesses their directory was the place to be found.
The idea was to set up a Pizza Restaurant that was hidden from the street, and the only way you could find it was though searching for it in the Yellow Pages. If you find it, we give you free pizza. At no stage while the restaurant was open for 2 weeks did we even hint that this was a campaign for Yellow.
The whole time we tracked how people found the restaurant, and from 8245 people that found the restaurant, 6075 found them through Yellow Pages.
Here is the case study video.
After 2 weeks of the restaurant running at full tilt, we shut the doors, and packed up the ovens and launched the campaign.
We also had security footage rolling the entire time the restaurant was open, so when it came to building a site we asked punters that came to the site to find and tag themselves in the security footage. In total over 8% of total people that went to the restaurant, then went to the website, found and tagged themselves in the footage and shared the image on Facebook. Check out the site here.
Awards won so far
- FWA Site of the day
- Bronze award for website creative at the ADMA 2010 awards
- Spike Asia Advertising Festival 2010 – Integrated Gold Spike Winner
- MADC Silver for Best Integrated or Breakthrough Campaign
- Silver for The Age Award for Best Ambient/Non-Traditional Media Campaign
- Silver for The Tribal DDB Award for Best Website