The truth is, usage of the Yellow Pages and White Pages print directories is declining. While competing local and digital products continue to cannibalise its user base, the books still achieve a high level of engagement from their target audience (males and females 50+ years).
The goal of the Covers program is to develop a creative Covers concept that can maintain engagement and use within the book’s existing and frequent users, while also driving new users. This led to the Undiscovered Baking Legends campaign that set out to find and hero the nation’s best bakers in the 60 areas where the books are distributed.
To achieve reach and access to local communities, we partnered with the Country Women’s Association (CWA) with the end result being 60 local CWA groups being promoted across the 60 directories using enticing front cover food photography, in-book copy and targeted ATL and BTL activity.
Call of Duty: Fuel up for Battle
Original Game Development: The Chaotic Co-op Moving Simulator!
KFC Gaming Bucket
Connecting gaming to commerce
ViiV Healthcare: Delivering Unique Customer Journeys
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed ...
A digital partnership breaking the rules of the category
Jaguar Kicking Goals
Using the power and culture of sport to drive brand growth and sell cars in a consistent declining luxury car market with tiny budget: Jaguar, Dentsu X, MKTG and Melbourne Football club score bi...
Big4 Digital Experience
Partnering with BIG4, Isobar produced a digital content platform to elevate your experience booking a local getaway.
BWM dentsu: If it’s not genuine, it could be from anywher...
Imitation and fraudulent car parts are a significant problem. This campaign warns that unless you demand the genuine article, who knows what you’ll get.
BWM dentsu: Remove the barrier – The Dylan Alcott Foundation
People with disability are twice as likely to be unemployed as their able-bodied counterparts. All because of a barrier we can’t see – the unconscious bias of employers.
BWM dentsu: Homeless Delivery - Deliveroo
95% of homeless Australians own mobile phones, but don’t have access to food.
We created a ‘Donation Tile’ in the Deliveroo app that allowed Homeless recipients to order free meals direct...
BWM dentsu: The Golden Nugget – Bowel Cancer Australia
Bowel cancer used to be an “old person’s” disease but it’s now the deadliest cancer among young Australians.
To get their attention and teach them the value of checking their poo, we crea...
BWM Dentsu: The Boxing Day Presale – Latitude Financial S...
Boxing Day is Australia’s biggest sales day. It’s also the busiest.
To launch Latitude’s new Low Rate Mastercard before Christmas, we helped customers beat the crowds by bringing Boxing D...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
Transforming the role of retail
Disrupting the sports consumer industry
Enhancing the buzz of playing the lottery online
Transforming the way people travel the world