Yahoo! is working with Ogilvy & Mather Worldwide to launch a global brand campaign celebrating advanced social networking capacity in the Yahoo! online world. The “All About Y!ou” campaign, launched in the United States on September 28, in the UK and India on October 5, will gradually spread to other parts of the world in 2010, including Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan.
Elisa Steele, Yahoo! executive vice president and chief marketing officer, introduced the campaign at the IAB MIXX Conference and Expo during Advertising Week in New York City. “Our vision is to be at the center of people’s online lives — to be at the place where their world meets the larger world”, she said. “Our new branding will focus on people—the power and promise of ‘you’.”
“Today the Web and your world are inseparable,” said Yahoo! Chief Executive Officer Carol Bartz. “Hundreds of millions of people use Yahoo! ® to get the information they need, connect with friends and family, and be entertained. We are about creating online experiences people find meaningful, relevant, and fun.”
The brand campaign focuses on increased simplicity and customized interactivity for Yahoo! users. Recent advances covered in the campaign will include the the fine tuning of the homepage to increase personal customization, photosharing and apps for Yahoo! Mail, a new launch for Yahoo! Search, video-calling in Yahoo! Messenger, a new mobile homepage and the release of new Yahoo! apps for mobile, Yahoo! Finance, Yahoo! Fantasy Football, Yahoo! Messenger and Flickr.
Tag lines featured on the homepage will include “It’s time to get personal”, “The new Yahoo lets you do it your way every day”, “Now the Internet has a Personality – Yours”, “There’s a New Master of the Digital Universe – You”, “The Internet is Under New Management – You”.