Band & Brown Communications was tasked with the relaunch of the new-look phone directory which for the first time combined a classified directory with residential and business listings. The campaign needed to create awareness and anticipation of the new 3-1 Phone Book highlighting its relevance to the user, demonstrating its broad product offerings while attracting a target market of 20-40 year-old users particularly women.
Band & Brown chose to position The Phone Book as a lifestyle aid that could help organise consumers' lives. The campaign translated into nine events that saw two contestants living in a giant Perspex box in shopping centres with only a small budget, a phone and The Phone Book. Participants were challenged by the public and local press to complete tasks using the directory ranging from finding a tree surgeon for a radio listener to buying a karaoke machine to entertain crowds.
The winner, as voted by the public, won all the items they sourced. The loser's went to charity.
The campaign achieved 80 pieces of national and regional press reaching over 11 million people. The Phone Book's share of the UK directories marketplace rose from six to approximately 10 per cent.
SILVER - Orange Code Camp
Orange needed an event to reach the most talented US developers to use their skills to create new applications. It needed to communicate Orange's needs and allow the guests to communicate with a brand that is not active in the US.
Coders Camp in Sarasota, Florida gave the developers a chance to meet with peers in an environment where they could share knowledge.
120 of the top developers in the US were reached and 100 new applications were identified. 92 % of the target audience now associate Orange with its core brand and understand its application needs.
WINNER Agency: Band & Brown Communications Client: The Phone Book from BT Event: Living By The Book Key Suppliers Radiolynx; Ice Live; Space & People SILVER Agency: The George P Johnson Company Client: Orange Event: Orange Code Camp FINALISTS Agency: i/n/m Event: Symantec Exhibition Stand at Infosec 2005 Agency: The George P Johnson Company Client: Cheil Communications Event: Olympic Torch Relay Agency: The George P Johnson Company Client Cisco Event: Cisco Networkers Agency: TRO Client: Orange Event: Orange Shopping Mall Tour