Beyond Business As Usual Event Summary

September 2009 - Yellow Tree House Campaign

At this luncheon Yellow shared how with great market insight, a clear marketing strategy and some courage they were able to take on a very creative concept. The execution of this concept was made possible through the extensive cross-organisational engagement Yellow achieved, leading to results which were both unexpected and unprecedented.

Matthew Pickering, AIM Proximity and Kellie Nathan, Yellow encouraged attendees to:

Be brave with marketing campaigns – this campaign pushed Yellow way out of their comfort zone
Engage with your customers – Yellow involved their customers with the experience at every stage and in return received over 300,000 visitors to their website
Be prepared to relinquish control, in a courageous campaign there will be elements you cannot control
When the campaign calls for it, take a non-traditional approach to your media and production budget, for a small media spend Yellow received over $1million in PR coverage
Become the company advocate for your campaigns and rally the support of everyone in the company

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