Around the world anyone who claims to be remotely hip and cool has been devising his/her strategy for getting a hold on one of the new 3G iPhones.
In New Zealand, those clever little folk at Aim Proximity Auckland hit on the beezer wheeze of turning Apple’s hype into a bit of cheap PR for their own client, Yellow Pages.
What they did was to place their own man at the front of the queue outside the Vodafone store. Three days before the iPhone was made available to all those willing to sign up new, punishing contracts, smiling, friendly Jonny Gladwell established territorial rights to be the first Kiwi to get his mitts on one.
The clever part was, to help him get through his three days and three nights outside the store, Yellow Pages put him in touch with everyone who could supply him with what he needed.
From his fluffy jacket (from Kathmandu) to his food (Pizza Hut), the heater (First Party Hire) to the exercise cycle (Fitness Works), not forgetting his earplugs (Radius Pharmacy) when he wanted to sleep and caffeine (Esquires Coffee) when he wanted to keep awake, Yellow Pages were there to to make queuing comfy if not exactly fun.
The idea got huge PR and drove the punters to a website where they could win the ‘phone that Jonny bought –eventually.
Is it a media stunt? Is it a PR idea? Is it direct marketing? Is it just bloody great? The answer is yes.
Have a peep at the site at http://jonny.yellowpagesgroup.co.nz/
/Patrick Collister/
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