Brand Owner: Yahoo!
Date: June-July 2004
Media Agencies: OMD, Posterscope
Yahoo had a very clear marketing challenge. A key driver of traffic to the Yahoo portal -- search -- had taken a hit by the rise of Google.
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The strategic solution was to reposition the service: Google could have "search" all to itself, but Yahoo would own "found." This neat insight would then be communicated via big and bold statements -- taking advantage of the fact that the rivals spent most of their budgets online.
Budgetary reasons meant the campaign was London only, a region that indexed highly against the target audience of the wired generation and "executechs." Using outdoor as the key medium, Yahoo decided to personalize each site. The creative developed 12 arrow templates pointing in different directions.
Posterscope sent out photographers to take pictures of each site, and advise if there were any interesting landmarks near by. The gaps in the arrow template would be filled by locally relevant words in order to highlight Yahoo's ability to accurately find detailed information. In the end, more than 450 different executions were used on 5,495 panels. The strategy was adapted to banners, e-mails and T-shirts. By the fourth week of activity, search views were up 13%.
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