It’s Y!ou campaign rolled out in Hong Kong
16 Nov 2009
Yahoo has rolled out the localised version of its US$100 million global 'It's Y!ou' campaign in Hong Kong. The 'It's Y!ou' campaign has been rolled out in a handful of markets globally, including India and Taiwan in Asia-Pacific. Yahoo aims to launch localised versions in Korea and Indonesia next year.
The purpose of the ad is to maintaining its dominant position in the market and promoting its revamped portal and communications functions.
The global marketing blitz will be digitally led but will include print, business-to-business, business-to-consumer, mobile, TV and out-of-home elements.
The campaign will have high visibility with a fleet of themed purple buses circling Hong Kong that offer free WiFi access for three months. Yahoo will also sponsor free rides on these buses this Saturday.
The launch goes hand-in-hand with the introduction of new products in Hong Kong, including a mobile front page and enhanced mail capabilities.
According to Yahoo's global SVP of integrated marketing and brand management Penny Baldwin, the worldwide campaign was launched because Yahoo's brand appeared ''dusty'' after years in operation. She added that the campaign aimed to educate audiences of Yahoo's revitalised look (which includes a new home page) and its revamped features.