Yahoo Wants You To Be Better

Yahoo has launched a new ad campaign called "Be a Better" designed to help people be better at whatever their interest maybe.

The new ad campaign will promote Yahoo Answers and Yahoo oneSearch, a mobile search service launched in January. The " Be a Better"messaging will be integrated into properties across the company through interactive ads and promotions, such as "Be a Better Globetrotter" (Yahoo Travel) and Be a Better Roadie" (Yahoo Autos).

"From everyday tasks to pie-in-the-sky aspirations, this campaign is really about empowering our customers be to better at whatever is important to them," said Cammie Dunaway, chief marketing officer at Yahoo! Inc. "It's not about what Yahoo! does, but what you can do with Yahoo!."

Television and radio spots will air today as well as interactive online ads in hopes that the campaign can be successful on and off the Yahoo network. They are also planning on running ads in movie theatres throughout the summer.
"The global nature of this campaign required us to transcend age, gender, language, and region and be flexible across all of Yahoo!'s properties," said Alda Abbracciamento, managing director at Soho Square.

"The 'Be a Better ...' theme is a clear and simple call-to-action that resonates universally."
The ad campaign also hopes to attract marketers and small businesses by promoting the Yahoo Search Marketing System, also known as Project Panama.

Beginning today users can go online to view, rate and comment on the ads, and see behind the scenes footage. Starting May 5th, users will be able to remix the TV spots, choose their own endings and share the results with friends.

"Most companies focus on the new bells and whistles. In Yahoo!'s case, they asked us to point the camera away from them and onto their customers," said Alan Pafenbach, executive creative director at Soho Square.
"Our solution was a campaign that allowed people to fill in the blank with whatever they hoped to be better at."

Source: www.webpronews.com