Yellow Pages campaign scoops Platinum at AMEs

The AME Awards, held last night at the Grand Hyatt Hong Kong, are the region’s most respected prize rewarding marketing effectiveness, and this year attracted almost 600 entries.

‘Yellow treehouse’ challenged an Auckland woman to build a treehouse restaurant using only contacts from the Yellow Pages book, website and mobile application. Built around a media spend of just over US$200,000, the campaign achieved 61 per cent awareness among the target demographic and was shown to be twice as efficient as Yellow Pages’ traditional television advertising.

‘Yellow treehouse’ also earned gold in the Best Integrated Marketing Campaign and Most Effective Branded Content categories, as well as bronze awards for Best Loyalty Marketing Campaign and Best Idea.

Other big winners on the night included TBWA China, which also won gold in the Best Integrated Marketing Campaign category for its work for adidas around the 2008 Beijing Olympics; Lowe Vietnam, which picked up gold in the Most Effective Use of Advertising category for its ‘Are you bold enough’ campaign for Nestlé; and BBH Asia, whose Axe ‘Wake up’ campaign was awarded gold in the Best Insights/Strategic Thinking category.

Click here to see the winning work.