Yellow Pages harnesses the power of baboons in a new radio campaign via Clemenger Melbourne

Baboon.jpgSensis and Clemenger BBDO Melbourne have launched a Yellow Pages radio campaign to promote free online listings.
 
Given that people hear the word 'free' in marketing messages all the time, the team knew they needed to come up with a way to get across the fact that basic online Yellow Pages listings are free without people tuning out.

So they enlisted baboons, papaya and men called Rodney to produce three spots that aim to put the punch back into selling free stuff.
 
The campaign airs nationally from today.

PLAY THE BABOON SPOT
PLAY THE PAPAYA SPOT
PLAY THE RODNEY SPOT
Group Manager Campaign Communications - Clare Smith
Marketing Coordinator Yellow Pages® Marketing - Hamish Butler
Executive Creative Director  - Ant Keogh
Creative Directors - Julian Schreiber and Tom Martin
Creative Team - Clark Edwards and Luke Thompson
Agency Producer - Sevda Cemo
Sound Engineer - Paul Le Couteur @ Flagstaff

Group Account Director - Andrew Drougas
Account Director - Steph Hegerty
Account Manager - Lindsey Maloney

8 Comments

Copywriter said:

"Look how clever I am, look! Not the boring product, nor the offer, me-me-ME!!!"

Grape Ape said:

So Yellow Pages still exists

pse-pse-pseudonym said:

I love a bit of Rodney. Funny

roger said:

Yes yes yes

Jollydanny said:


This is funny radio, no? A rare thing. Well done Clems.

Threesome said:

The same script three times... no, wait, ahhhh I see what they did there. A sacrifice to the agency revenue gods. Still, funny. Yeah, funny, which is kinda nice.

Mark said:

Very creative. I will be listening for it.

@copywronger said:

Isn't free the offer? As if you wouldn't want someone to notice 'how clever they are'
...you Baboon

Leave a comment