Yahoo’s new ‘Yahoo Search for Change’ campaign encourages consumers to “Make a statement with your search” and “Search for internet freedom” in a series of different executions.
The campaign, developed by CHE Proximity, comes as a response to increased awareness around data privacy, Yahoo says, with the company ‘reminding’ consumers Yahoo Search is a strong alternative in the search engine market.
Those passing through Chippendale in Sydney will see a giant mural as part of the campaign, designed by popular Canadian street artist James Middleton.
In addition, Yahoo has brought back the Yahoo Yodel for the video execution of the creative, which it described as “iconic and distinctive”. Omni–channel promotion will also run across digital out of home native, display, static billboards, and social channels.
Imogen O’Neill, head of consumer marketing ANZ at Verizon Media, said: “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.
“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.”
David Halter, chief strategy officer at CHE Proximity, added: “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.
“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.”
Credits for the campaign are as follows:
Verizon Media ANZ
Anny Havercroft – head of brand innovation & marketing
Imogen O’Neill – head of consumer marketing
Talia Kaur – consumer marketing executive
Elika Tamaddoni – head of B2B marketing and communications
Dede Stewart – PR and communications specialist
Andrew Gilbert – head of platform sales
Kristine Celona – senior platform sales lead
CHE Proximity
David Halter – chief strategy officer
Cameron Hoelter – executive creative director
Alice Martin – planner
Albert Olsen – planner
Taryn Vernoy – account director
Cass Jam – senior art director
Fee Millest – senior copywriter
Reece Lawson – digital design lead
Chloe Schumacher – designer
Roma Stein – operations manager
Natalie Hort – visual art manager
Josh Fikret – visual art studio artist
Sally Devers – visual art studio manager
Karine – producer
We Love Jam – sound house
Aimee Horne – VO talent
Kyan Woodpower – editor
Kaimera
Trent McMillan – founder/chief digital officer
Conor Riordan – client director
Olivia Scott – client planner/buyer
Josh Baker – client coordinator
