In its first made-for-Canada branding campaign, Yahoo Canada is demonstrating to moms that it’s a one-stop online resource for organizing and uncluttering their lives.
Developed by Ogilvy & Mather’s Toronto office, the national campaign, which uses the new tag line “Now That’s Using Your Yahoo!,” launches during Sunday’s Oscars pre-awards telecasts on Global and E! with three 10-second spots and one 30-second spot.
The campaign aims to establish Yahoo as the online brand of choice for Canadian moms 28 to 44, whom the search engine affectionately refers to as “Chief Household Officers” (CHOs).
“[The campaign] really aims to tell Canadian women, and moms in particular, that there is a spot online that can help you with your day,” said Sara Moore, director of marketing for Yahoo Canada.
“Yahoo is that perfect combination of being able to help moms with their day when they’re busy, but also help them unwind with the stuff they find fun,” she said.
The face of the new campaign, an animated purple creature created by Toronto’s Red Rover Studios, represents the CHOs best friend—providing her with cooking tips and celebrity gossip and helping obtain answers to family, health and lifestyle-related questions.
“We really wanted to find a great way to demonstrate how Yahoo helps throughout your day,” said Moore. “[The purple character] represents that knowledge.”
The spots will run nationally on local affiliates and specialty channels until May 4, and will also run in movie theatres and online—both on and off the Yahoo network. Ogilvy also handled the media buy.
