Yahoo7 pushes itself as ‘relevant destination online’ in campaign from The Monkeys
Yahoo7 is seeking to “re-establish” itself as a “relevant destination online” in the eyes of consumers with a new marketing push playing on a user’s journey across the network.
The campaign, created by The Monkeys, sees a man riding a horse asking “how did I get here?”, using characters to represent the sites he has visited across the Yahoo7 network, ending with the tagline ‘Yahoo7, the best channel on the net’.
https://youtu.be/nSzmQ-ksnlo
Speaking to Mumbrella, Yahoo7 head of consumer marketing and PR ANZ Kate McBean said: “The objective was to re-establish Yahoo7 in the minds of consumers as a relevant destination online, whatever their passions and interests are.
“The last few years we have invested really heavily in our property brands, 7News, Plus7, Flickr. This campaign was designed to really remind people of the whole suite of products that make up Yahoo7 and really set up Yahoo7 as a destination with so much quality content that users would be enticed to watch a video or read something relevant and interesting to them.”
McBean said the campaign is designed “to give people a reason to come back more often” and aims to create a daily viewing habit amongst users.
“Over 9m Australians come to Yahoo7 every month and we’d love to give them a reason to come back and consume more content across different properties,” she said.
It is running across TV, digital display, social and video distribution.
“We don’t want to just preach to the converted, we wanted to make sure that message was getting out to a wider audience than to just people who are already on our network,” McBean said on the multi-channel push.
On working with The Monkeys she said: “They get us. They have really great creative and where I think their real strength is, is actually meeting a brief and pushing the creative envelope to meet objectives and to gain cut-through, that’s where they are clever. ”
Miranda Ward
Credits:
- Head of Consumer Marketing and PR: Kate McBean
- Consumer Marketing Specialist: Imogen O’Neill
- Agency: The Monkeys
- ECD: Scott Nowell
- Head of Production: Thea Carone
- Broadcast Producer: Wendy Gillies
- Art Director: Paul Sharp
- Copywriter: Mike Burdick
- Planning Director: Michael Hogg
- Head of Content Management: Lisa Ramsey
- Content Director: Priyanka Patel
- Content Manager: Nicolla Confos
- Production Company: Finch
- Director: Alex Roberts
- Producer: Amy Dymond
- Post: The Gingerbread Man
- Sound: Nylon
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I thought Yahoo was where you went if hadn’t bothered to change to Gmail yet?
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A channel on the internet?
That’s brilliant, thanks guys.
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top ad
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Yahoo needs more than a pretty ad. I would have thought their time would have been better spent on things like working out precisely who their audience is, and coming up with a user-friendly web design. In the meantime they are being left behind by everyone else
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Yes you did Terry… Yes you did. Hilarious!
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This can’t be real.
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Yahoo and Ninemsn seem to be locked in single combat to determine who can offer the most cluttered and ugly homepage experience.
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