Yahoo! is completing the general rollout of its new home page in July, marking a significant re-design of its flagship destination since the site first launched in 1994. In celebration of the new look, Yahoo! on Tuesday launched a site featuring short videos created by students from well-known film schools to humorously tell the world that Yahoo! is changing. In addition, Yahoo! is inviting all users to submit original videos through Yahoo! Video with their own creative take on the theme.
“This campaign celebrates the creative contributions of the Yahoo! community and truly exemplifies the spirit and consumer focus of our Yahoo! brand,” said Cammie Dunaway, Chief Marketing Officer, Yahoo! Inc. “Today’s Internet users are passionate about expressing themselves and contributing to the online conversation that is occuring every day among the estimated 500 million users of Yahoo! branded Web properties around the world. We encourage these talented people to join us in celebrating the new Yahoo! home page with their own personal videos,” she added.
In a departure from traditional advertising campaigns, Yahoo! and its agency, Soho Square / OgilvyOne, had invited film school students to participate in creating the new advertising. Yahoo! and the agency worked with the London Film Academy, Parsons, the San Francisco Art Institute and Yale University to develop scenarios in which a person directly or indirectly reveals that his or her “Yahoo! has changed”.
Additionally, Yahoo! created a new Yahoo! Video category where users can easily upload their own videos to be viewed alongside the film school work. For the first time, Yahoo! has made available a variety of creative assets for consumers to incorporate into their videos, including the Yahoo! logo, yodel and sample scripts. Yahoo! will select the best submissions to feature in its ongoing advertising on the Yahoo! network.
“This exciting campaign highlights many different voices and creative expressions developed by young talent in film and design as well as Yahoo! users themselves,” said Dunaway.
In addition to India, the localised versions of the new Yahoo! home page are available in Brazil, Canada, France, Germany, Indonesia, Italy, Korea, Malaysia, Mexico, the Philippines, Singapore, Spain, Thailand, UK and Ireland, and Vietnam. Yahoo! plans to roll out additional localised versions, and to display the new page to all visitors of Yahoo.com in the coming weeks.
The new Yahoo! home page includes enhancements that allow consumers to turn to the Web daily to read news, search for information, stay in touch with their community and discover what’s happening around the globe. It combines frequently updated news and entertainment with useful tools for searching, connecting, sharing and communicating online – all on one simple, easy-to-use Web page.