Global Internet company Yahoo! Inc. has launched it new and most integrated marketing campaign dubbed "Be a Better…” to highlight its contribution in helping general consumers, marketers, and small business do better in their endeavors.
1. Yahoo Launches “Be a Better…” Campaign Touting Mobile, Answers Yahoo gets playful with properties…
Yahoo! Inc. has launched a new integrated brand campaign that demonstrates how Yahoo! can help people be better at whatever they are into, besides it aims to attract more search users and make considerable gains on its rival, Google.
Yahoo! empowers users to connect to their interests and passions and evolve that part of their lives through Yahoo!’s breadth of information, tools, and services. “Be a Better…” is the title of Yahoo’s extensive new brand advertising campaign that will broadcast over a range of on- and offline media.
Mainly targeted for Internet users, marketers, and small businesses, the campaign spotlights Yahoo! Answers and Yahoo! oneSearch, a new search service that gives consumers better search results on their mobile phone, to showcase how people can enhance their lives by using Yahoo! to access the world’s knowledge and make informed decisions from anywhere, anytime.
Partnering with OgilvyOne Worldwide and Soho Square, “Be a Better…” brand campaign utilizes both online and offline media like TV, print, cinema, and radio advertisements.
From everyday tasks to pie-in-the-sky aspirations, this campaign is really about empowering our customers be to better at whatever is important to them. “It is not about what Yahoo! does, but what you can do with Yahoo!," added Yahoo! chief marketing officer Cammie Dunaway, in a statement.
An ad entitled “Be a Better Handyman” ties creative to Yahoo Answers by demonstrating what happens when a man buys a laser level both with and without the use of Answers. (Without it, he buys the wrong laser and vaporizes his wife.) The online version of the ad invites users to choose the handyman’s fate with craftily-synched skyscraper and banner ads.
In “Be a Better Explorer,” an ad introduces users to mobile oneSearch. And in “Be a Better Director,” users can remix ads with alternate beginnings and endings using a tool on better.yahoo.com. The “Director” spot also invites users to try Yahoo’s Jumpcut video-editing tools.
Ads will begin to appear soon, and users will be able to interact with the TV ads online and devise their own endings. They can then be rated and shared with friends via email and IM.
The campaign will initially launch on TV and radio ads, followed by cinema spots this summer. Yahoo will also visit different cities to increase awareness of the campaign.
The “Be a Better…” campaign is Yahoo!’s most integrated and interactive attempt that comes to life across Yahoo!’s network. Online users wishing to provide feedback on the campaign can visit the website.