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Created
by Clemenger BBDO Melbourne, the recognisable campaign was developed
to:
The campaign was specifically targeted to businesses but it also needed to communicate with consumers. The 'Not Happy Jan' campaign did just that - brand tracking research indicates that the campaign had a positive impact on consumer perceptions, so much so that the phrase 'Not happy, Jan' has become part of the Australian vernacular. The advertising medium of TV was selected to:
The creative strategy incorporated humour into its creative, dramatising the consequences of missing the Yellow Pages®advertising deadline. The humour minimised the possibility of the message being perceived as threatening or alienating. The total cost for the five-week advertising campaign was approximately $2,000,000. Despite the decline in overall advertising revenue in Australia over the corresponding period, the campaign reported a revenue variance of 1.02 in 2000, 0.99 in 2001 and 1.02 in 2002. Campaign tracking research was conducted in 2001 against advertisers, non-advertisers and consumers to evaluate the impact of the television campaign. The results highlighted that recognition of the 'Not Happy, Jan' 30" TVC reached 88% of existing advertisers and 81% of non-advertisers. The research showed that the television advertising was largely successful in clearly portraying the key message to the target audience. The
research conducted on consumer brand perceptions showed that the
'Not Happy Jan' campaign had a significant and positive impact on
perceptions of the Yellow Pages® brand. Advertising Measures Amongst Consumers
Source:
Consumer Brand Tracking October 2001, Taylor Nelson Sofres.
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