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By The Drum, Editorial

April 5, 2022 | 2 min read

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

Hey You and Yellow won Best Omnichannel Campaign and Best B2B Brand Campaign at The Drum Awards for B2B for ‘Robyn’s Undies.’

The Yellow Pages, in days gone by, was known to many as the best way to get your business noticed. But, despite nowadays offering a full range of digital marketing services for SMEs, the brand battled the perception that their only offering was the directory.

Hey You brought together Yellow with iconic New Zealand actress Robyn Malcolm, and launched a real underwear business using Yellow Digital products. The campaign generated so many leads, Yellow stopped marketing activities to nurture them.

Above and on our YouTube channel, you can hear the full story from Jacquie Bennett, partner, research, insight and strategy director at Hey You.

And if you forget to enter The Drum Awards for Marketing, hurry while you can still apply for an extension.

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