Sun, 07-Sep-2008
Bettering yourself with Yahoo
Published: May 02, 2007
Global - Yahoo has launched a multi-million dollar global brand campaign - called ‘Be a Better __' - aimed at showing how the company can help you be better at what you're into.
Created in partnership with Soho Square and OgilvyOne worldwide, the campaign targets consumers aged 18 to 34 and features in online, TVCs, print, radio, and cinema ads. It focuses on Yahoo Answers and Yahoo oneSearch, showing how you can enhance their lives by using Yahoo to access to knowledge on a global scale. The ‘Be a Better __' messaging will be integrated into properties across Yahoo through promotions such as ‘Be a Better Globetrotter' (Yahoo Travel) and ‘Be a Better Roadie' (Yahoo Autos).
"The global nature of this campaign required us to transcend age, gender, language, and region and be flexible across all of our properties. The ‘Be a Better__' theme is a clear and simple call-to-action that resonates universally," Alda Abbracciamento, MD for Soho Square said in a statement.
The campaign debuted in the US on 30 April, while Yahoo's SE Asia product is expected to carry the global campaign message shortly.
