Yahoo! has embarked on a massive global brand campaign, which kicked off in the US on September 28, 2009. Sporting the new tagline ‘It’s Y!ou’, the campaign rolls out in India and the UK on October 5. In India, Yahoo!’s campaign will see the Internet and mobile also play a crucial role.
The tagline – ‘It’s Y!ou’ – sees the exclamation point stuck between the ‘Y’ and ‘ou’, which is intended to echo the changes in its leading products like the homepage, email and search services, and communicate that Yahoo! will personalise users’ web experience.
The 360-degree integrated marketing campaign will see the use of multiple mediums, including online, which is said to be the driver and foundation of their plan, print, out of home, TV, radio, video ads, search marketing and social media. The Internet major will also engage in branded entertainment, content integration, sponsorships, and major consumer lifestyle, entertainment and sporting events. The campaign will continue through 2010 and aims to transform the brand and make it more personalised to consumers in the mid- to long-term.
Nitin Mathur, Director - Marketing, Yahoo! India, explained, “We see this as a mid- to long-term transformation of our brand, which will have marketing programmes running over the next 12-18 months. This brand campaign is actually is a follow up on a lot of new product innovations, which we have launched over the last few months. Our strategy is to build products that are not only ‘open’, ‘social’ and ‘relevant’ to consumers, but also available across devices. The brand campaign is all about how we give you the best of Web and make your Internet more personal to you. It is all about you, the consumer.”
He further explained, “This campaign is not about any one specific product, but about our promise to consumers that we bring the best of Web to them and this includes our offerings on mobile. The aim of this campaign is to continue to grow and engage our audiences. Through this campaign, we are reinforcing our leadership position as a lighthouse global Internet brand and communicate to our audience about the new Yahoo!. The campaign is all about our users, what we mean to them and how we aim to be at the centre of people’s online lives. The campaign celebrates our connection with our users besides core product enhancements. The brand strategy shows its commitment to deliver personally relevant online experiences in line with the new brand strategy.”
“Our vision is to be the centre of people’s online lives. Yahoo! is where millions of people go every day to see what is happening with the people and things that matter to them most. Our marketing initiatives in India will aim to connect with consumers and make Yahoo! an indispensable and essential part of their lives. The work we’re doing also helps us become even more relevant to advertisers. Large and deeply engaged audiences are critical for our advertisers,” he added.
Mathur, however, did not reveal any India-specific ad spends or marketing budget for the campaign.
Ogilvy & Mather is the creative agency for Yahoo! India, while Mindshare is its media agency. In the last couple of months, Yahoo! India had unveiled a new version of its homepage, claiming to have made it easier for users to incorporate services from around the Web, which includes adding social applications like Facebook and MySpace, email services like Gmail and AOL Mail as well as the best of web content like Dainik Jagran, New York Times, Forbes, Time, etc., allowing users to add any website to their Yahoo! homepage in order to make it more personal. Yahoo! India even revamped its email service to allow users to organise their in-boxes according to the importance of their contacts as well as with an aim at making it more social.