Yahoo unveils integrated ad campaign
6 April 2004
Yahoo is launching an overarching brand campaign this week. following almost two years of campaigns focused on specific brands.
The "Life Engine" campaign aims to highlight Yahoo's multi-faceted nature and the benefits it offers to users.
Yahoo has grown considerably in the past couple of years and has greatly increased its search capabilities with the acquisitions of Inktomi and Overture. The last brand campaign took place in February of 2002.
"What we really did was look at the brand, and it is very much a different brand than it was several years ago, and the environment is different," Murray Gaylord, vice president of brand marketing at Yahoo, commented. "We thought it was appropriate and made sense to go out with a campaign that reflects the Yahoo! of today, which is much more substantive than it has been in recent years."
The integrated campaign features a series of 30-second television commercials and online advertising. Both feature Yahoo users and direct viewers to a specially-developed microsite, which continues the themes and portrays the characters introduced in the ads.
One advert features a split screen juxtaposing an American boy describing his search for information on the Great Wall of China and an Asian girl speaking about Mount Rushmore and the presidents portrayed upon the famous landmark. Each spot features the tagline: "Search Engine, Shopping Engine, Life Engine".
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