Yahoo! launches “Be a Better” campaign

Global- Yahoo! has unveiled a multi-million dollar global campaign in partnership with Soho Square and OgilvyOne Worldwide called "Be a Better___", targeting consumers 18-34 years old through online, TV, print, radio and cinema advertisements.

Debuting in the U.S with plans to expand internationally, the campaign highlights Yahoo! Answers and Yahoo! oneSearch, a new search service that provides consumers better search results on their mobile phones.

"From everyday tasks to pie-in-the-sky aspirations, this campaign is really about empowering our customers to be better at whatever is important to them," Cammie Dunaway, chief marketing officer at Yahoo! Inc said.

The campaign focuses on the customer illustrating the many ways consumers can be better with Yahoo! in particular, the new Yahoo! search marketing system targets marketers and small businesses offering them a better way to market businesses to target audiences.

Interactive ads and promotions are also used to integrate Yahoo! properties 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 Yahoo!'s properties. The ‘Be a Better' theme is a clear and simple call-to-action that resonates universally," Alda Abbracciamento, managing director at Soho Square said.