Yahoo search launches first campaign in market via CHEP
Yahoo Australia is bringing back the Yahoo Yodel for its latest campaign via CHE Proximity. The new omni-channel campaign is aimed at reminding Australians that they do have a choice in which search engine they use.
The ‘Yahoo Search for Change’ campaign encourages consumers to ‘Make a statement with your search’ and ‘Search for internet freedom’ in a series of different executions.
Verizon Media will soon be rebranded to Yahoo after a buyout of the business from Verizon by global private equity giant Apollo Global Management Inc. for US$5 billion (A$6.45 billion).
Verizon Media head of consumer marketing ANZ, Imogen O’Neill, told Mumbrella that the campaign is the first for the brand’s search platform in Australia.
“In Australia, Yahoo Search has been around since Yahoo was born. This campaign reminds everyone they have options when it comes to choosing a search engine,” she said.
https://www.youtube.com/watch?v=viH7LqWCdJQ
The return of the Yahoo yodel is also designed to invoke nostalgia for the brand, and take audiences back to a time when Yahoo first hit the Australian market.
“This iconic and distinctive piece of audio is evocative of simpler times online for many people and reminds Aussies about Yahoo’s rich heritage,” O’Neill added.
The recent public interest in privacy and search, and in-particular the recent government-led inquiry, prompted the search platform to remind audiences that they have a choice when it comes to search, said O’Neill.
“There is an alternative. Yahoo search is there, and we have great content. We want this campaign to encourage Australians to change their search habits.”
The campaign is set to run across digital out-of-home native, display, static billboards, and social channels. There will also be a giant mural in Sydney’s inner west (Chippendale) by Canadian street artist James Middleton as part of the campaign. O’Neill said the addition of the out-of-home mural was to “bring the brand to life” for a brand that has traditionally leveraged on digital advertising.
“Taking to the streets allows us to connect with the target demographic, so that they are aware of the brand,” she said. “That is something we have not done before.”
CHE Proximity, chief strategy officer, David Halter, added: “We jumped at the opportunity to create this work for Yahoo, a brand with so much history but is still keeping up with the latest digital innovations.”
Credits:
Client: Verizon Media ANZ
Anny Havercroft – Head of Brand Innovation & Marketing
Imogen O’Neill – Head of Consumer Marketing
Talia Kaur – Consumer Marketing Executive
Elika Tamaddoni – Head of B2B Marketing & Communications
Dede Stewart – PR & Communications Specialist
Andrew Gilbert – Head of Platform Sales
Kristine Celona – Senior Platform Sales Lead
Agency: CHE Proximity
David Halter – Chief Strategy Officer
Cameron Hoelter – Executive Creative Director
Alice Martin – Planner
Albert Olsen – Planner
Taryn Vernoy – Account Director
Cass Jam – Senior Art Director
Fee Millest – Senior Copywriter
Reece Lawson – Digital Design Lead
Chloe Schumacher – Designer
Roma Stein – Operations Manager
Natalie Hort – Visual Art Manager
Josh Fikret – Visual Art Studio Artist
Sally Devers – Visual Art Studio Manager
Karine – Producer
We Love Jam – Sound house
Aimee Horne- VO Talent
Kyan Woodpower – Editor
Media: Kaimera
Trent McMillan – Founder/Chief Digital Officer
Conor Riordan – Client Director
Olivia Scott – Client Planner/Buyer
Josh Baker – Client Coordinator
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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