05.13.2021
Press

Yahoo Australia challenges people to switch up their search habits in new ‘Yahoo Search for Change’ campaign

yahoo search for change logo

Sydney - MEDIA RELEASE: Yahoo Australia is reminding privacy-conscious Australians they do have a choice in which search engine they use in a major new marketing campaign for Yahoo Search.

Launching today the 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 has been  developed by CHE Proximity and is a response to increased awareness around data privacy. ‘Yahoo Search for Change’ reminds consumers Yahoo Search is a strong alternative in the search engine market. 

Those passing through Sydney’s inner city suburb of Chippendale will see a giant mural as part of the campaign designed by popular Canadian  street artist James Middleton.  Yahoo has  brought back the iconic and distinctive Yahoo Yodel for the video execution of the creative.  

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, commented on the campaign: “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.”

ENDS//

 

Credits:

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 & Communications

Dede Stewart - PR & 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

 

Link to work: https://youtu.be/viH7LqWCdJQ