According to Yahoo Hong Kong business development and marketing manager Arthur Chow, the teaser invites net users to guess the brand referred to in the TVC, a move to boost user interest in the service. Yahoo will roll out the TVCs on Road Show, an ambient media service, and then kick off the full version, developed by Leo Burnett, on cable TV. "Our aim is to reinforce the leading position of our search engine services," said Chow.
According to NielsenNetRating, the number of people using Yahoo's search engine was 1.57 million in May, up about 32 per cent over the previous year. Its main competitors in Hong Kong are MSN and Sina. However, Chow pointed out that Yahoo's localised service gave it a greater edge.