The strategy is underpinned by the strapline “It’s You” and the accompanying campaign breaks in the US on 28 September followed in the UK on 5 October.
The campaign seeks to explain the brand’s new positioning that is focused on providing a personalised and highly relevant user experience. It will roll out to 10 global markets including India, Brazil and Canada.
James Tipple Yahoo! Europe head of marketing told Marketing Week that the campaign will be digitally led but also includes localised television, press, outdoor, social media and event marketing.
“The adverts capture the concept of personalisation and show people taking control of their online lives with Yahoo! at the centre,” adds Yahoo! head of Europe Rich Riley.
The adverts, created by Ogilvy & Mather, puts users at the heart and feature straplines such as: “The internet is under new management – Yours.”
Yahoo’s goal is to be at the centre of people’s online lives and the new homepage aims to deliver simplification and personalisation by allowing users to access their preferred content from “virtually any other website” on one central hub on their PC or via mobile internet.
Yahoo! has partnered with publishers including The Guardian and The Daily Mail to make their news available to users on the Yahoo! homepage as well as social communities Facebook and Myspace.
Yahoo! has also relaunched its email service today which includes enhancements that make it easier to use with other applications including photo-sharing service Flickr and PayPal.