Reality TV
Serial ads have hit our screens before - think Fernleaf and ASB - but Yellow Page's latest serial ad campaign was unique in that it was also absolutely real.
The series of advertisements followed the construction of a mystical treehouse restaurant in a Redwood forest as part of a campaign created by Colenso BBDO to show that no matter what the project, Yellow can help find the people to get the job done.
The first people Colenso had to find were project managers. In a Yellow online search they discovered The Building Intelligence Group who, aptly, describe themselves as not just project managers, but Vision Formers®.
Colenso had promised Yellow they'd have a completed treehouse by December. They made the call to The Building Intelligence Group in August, leaving just four months to deliver from scratch, including finding the tree. The Building Intelligence Group project director Gareth Skirrow says finding the right partners to deliver the project and meet the timing challenge - not to mention the challenges presented by its unique engineering aspects - was critical. "We really admired Yellow for running with such an off-the-wall idea, and were able to provide them with the certainty that we'd deliver their vision. The success of this campaign hinged on robust planning, commitment and finding the right sort of people, including an ability to work in a truly collaborative partnership. The companies involved in the project saw the benefit of being able to promote themselves as solutions-driven and innovative companies, and their commitment to completing the job for Yellow was phenomenal."
That collaborative approach extended to the local Council as well. The Building Intelligence Group approached the Rodney District Council for assistance in getting consents processed quickly so construction of the restaurant could begin as quickly as possible. Their enthusiasm for the project and positive approach certainly helped the programme stay on track.
Partners in the project, selected and led by The Building Intelligence Group, included Pacific Environments Architects, Holmes Consulting and NZ Strong Construction.
The treehouse was completed mid- December, and ran as a "by appointment only" restaurant over summer before being handed over to the landowner as part of the agreement for using the location.
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