Results and Effectiveness

The campaign worked well to deliver fabulous results. Clients appreciated the thrilling media-first executions which created brand activation champion leads to help deliver the brand promise and leadership. Appreciation extended to consumers level to drive engagement and retention with good campaign results : - Ad recall among bus riders aged 15-54 was 82% - Brand usage intention was as high as 97% - Click-through rate for wifi service indexed 166 versus the market norm The campaign succeeded not only in delivering the Y!ou experience to consumers, but also in reinvigorating the Yahoo! brand in a captivating and functional manner.

Creative Execution

Advertising, press and consumer event were integrated to amplify awareness and WOM impact. We started with 360 cooperation with bus company, holding a lunch party as a prelude to the brand revitalization, with regional clients, press and celebrities in attendance. Followed by unique media executions to exceed consumers' expectations : 1) themed Webus to let the consumers experience free mobile wifi when aboard and set Yahoo! homepage as the landing page; 2) smart payment system on Webus was linked with a Motion Sensor to play the Yahoo! jungle; 3) Free Ride Day. For print, we changed the front page news to purple as a Purple Paper to associate Yahoo! logo color change. We enhanced consumers' relevance to make up the branded content in newspapers and magazines to communicate the Yahoo! stories of different peoples and invited sharing. Traditional TVC and print ad were used to communicate the pure brand message.

Insights, Strategy and the Idea

Today's internet users look for a personalized and self-determined usage experience. Create greater users' satisfaction is always the mission of Yahoo!, yet we were lagging behind competitors in meeting those consumers' expectations. Our challenge was that this was not a product launch or a site revamp. The goal of the campaign was to invigorate the brand and reaffirm users' loyalty to Yahoo!. We designed a user-centric brand campaign to move across the New Y!ou Digital Age message. Our strategy was to deliver a user' experience but not just one way telling with multi consumer touchpoints integration. To do this, we created experiential media platforms that let the consumers had a new personal contact with Yahoo! across media and advocated usage. We selected premiere media partners from bus to newspapers and magazines. The communication topped down from press to consumers with media innovations to top awareness.