To raise awareness of Yellow Pages as both an effective way of finding businesses, and an effective way of growing business. The campaign is centred around Hidden Pizza Restaurant, a temporary pop up store in Fitzroy, Melbourne with living breathing basil wall, run over two weeks in April by Tony Fazio. 500 pizzas a night were served in sturdy bags made from hand-stitched recycled paper along with a glass of home-made lemonade in a recycled jam jar.Fazio sent out the message online with the message, “We’ve hidden a new pizza restaurant somewhere in Melbourne. If you can find us, the pizza is free. One pizza per order, per day”. The location of the restaurant was only placed on Yellow Pages online. “Finding the restaurant is easy, just look it up the way you would any other business from April 12 – April 25 and the pizzas are free. Make sure you phone ahead to order as no pizza orders are taken at the door. And get in quick, our restaurant fills up fast.” *Limit one per day. Melbourne callers only. Subject to availability.
The Hidden Pizza site now serves as a case study for potential Yellow Pages clients, building opportunities for participants in the free pizza case to connect through Facebook and tag themselves in the 14 day timeline. User participation was built on the Hidden Pizza Facebook page.
Credits
The Hidden Pizza campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, copywriter Ant White, art director Russel Fox, executive producer Sonia Von Bibra, producer Karolina Bozajkovska, interactive producer Dean Wormald, interactive director Tommy McCubbin.Media was placed by OMD.
Filming was shot by director Patrick Hughes via Radical Media with director of photography Cameron Barnett, executive producer Karen Bryson, producer Victoria Conners Bell and editor Nigel Karikari.
Post production was done at Iloura and Digital Pictures.
The Hidden Pizza restaurant, constructed mostly from recycled materials was designed by Joost Bakker. Bakker recruited Tony Fazio, formerly of Stokehouse and I Carusi, who had just sold his pizza restaurant Porcino in Collingwood. The yellow-and-black vinyl covering on the stools came from recycled Yellow Pages billboards.
