Yahoo Australia has launched a major marketing campaign for its search engine in an attempt to gain a greater share of the market which is heavily dominated by Google.
The Yahoo Search for Change campaign, developed by CHE Proximity, plays into consumers’ privacy concerns and reminds them they have a choice with which search engine they can use.
According to reports, Google more than 90% of the search engine market in Australia.
The push comes a week after Verizon announced it is selling its media group Verizon Media, which includes Yahoo, to private equity firm Apollo Global Management for US$5 billion. As part of the sale, Verizon Media is set to be rebranded to Yahoo.
“The internet used to be a place of fun and freedom but now more than ever, Australians are more conscious of how they navigate content online,” says Verizon Media head of consumer marketing AUNZ Imogen O’Neill.
“Yahoo Search has been helping consumers connect to what matters to them for decades. This campaign reminds everyone they have options when it comes to choosing a search engine that helps them easily find what they’re looking for online.
“It’s also great to be able to bring back the Yahoo Yodel for the campaign - this iconic and distinctive piece of audio is evocative of simpler times online for many people and reminds Aussies about Yahoo’s rich heritage.”
As part of the campaign, a giant mural by Canadian street artist James Middleton has been put up in Sydney’s Chippendale. Yahoo has also brought back the iconic and distinctive Yahoo Yodel for the video execution of the creative.
The campaign, a first in Australia, will run for 10 weeks across digital out-of-home native, display, static billboards, and social channels.
“We jumped at the opportunity to create this work for Yahoo, a brand with so much history but is still keeping up with the latest digital innovations,” says CHE Proximity chief strategy officer David Halter.
“Much like this campaign, Yahoo Search is accessible to anyone and everyone. So we focused the messaging around exactly that, to empower all users of the internet to drive change. The work starts to tell the brand story in a new way and taps into the Australian spirit of a fair go for all.”
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