We recently launched a new feature on yellow.co.nz allowing people to rate and review businesses, and desperately needed some user generated content. The brief was simple – get Kiwis reviewing businesses and improve Yellow’s brand perception along the way.

Strategy?

Throw a concert with The Black Seeds & Tahuna Breaks where tickets couldn’t be bought, only won. How? You guessed it, by reviewing businesses on yellow.co.nz.

Result?

Just shy of 10,000 reviews were generated over a six week campaign period, with 3,000 new subscribers to yellow.co.nz, and over 2,000 people attended the concert held at Albany’s North Harbour Stadium. Want to see the video highlights?

My Role?

Working with our agency partners to bring the campaign to life. This included digital media banners, campaign landing pages, writing eDM comms, social media posts, radio ads, as well as organising the competition logistics and user journeys.