Creative Relevance:This was a single minded product demonstration that rode off the back of a major technology story. By leveraging the iPhone launch we generated a huge amount of interest in Jonny and continuously yet subtly used this interest to communicate that Jonny was surviving thanks to the businesses he was finding using Yellow.

After he had succeeded in being the first person to get the phone (which he wouldn’t have done if we had been overt about his involvement with Yellow), we highlighted Yellow’s involvement, generating a second wave of coverage.

Results:Along with thousands of online articles about Jonny, there were hundreds of mentions of Yellow by media outlets up and down the country, and around the world. Mission complete in just 5 days. 29,000 online articles appeared about Jonny. Over 50,000 visits to Jonny’s blog. 683 diggs of iPhone Jonny. 24,000 unique visits to Yellow’s iPhone Jonny site. Over 12,000 competition entries to win Jonny’s iPhone and a whole new database of people we could market to.