The push, which is part of its global marketing blitz, will be digitally led but will include print, business-to-business, business-to-consumer, mobile, TV and out-of-home elements. Visibility will include a fleet of themed purple buses circling Hong Kong that offer free WiFi access for three months. Yahoo will also sponsor free rides on these buses this Saturday.
The launch goes hand-in-hand with the introduction of new products in Hong Kong, including a mobile front page and enhanced mail capabilities.
The 'It’s Y!ou' campaign has been rolled out in a handful of markets globally, including India and Taiwan in Asia-Pacific. Yahoo aims to launch localised versions in Korea and Indonesia next year.
According to Yahoo’s global SVP of integrated marketing and brand management Penny Baldwin, the worldwide campaign was launched because Yahoo’s brand appeared “dusty” after years in operation. She added that the campaign aimed to educate audiences of Yahoo’s revitalised look (which includes a new home page) and its revamped features, as well as instill pride in its employees, who have seen management changes under Carol Bartz and endured the ‘Microhoo’ saga, both in the last two years.
“Today, the web and your world are inseparable. Hundreds of millions of people use Yahoo to get information they need, connect with friends and family and be entertained. Today, we are creating experiences people will find meaningful, relevant and fun,” Baldwin added in a release. “This is more than a brand campaign.”
