IT'S YOU by OgilvyOne London for Yahoo!

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IT'S YOU

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Industry Search Engines
Media Direct marketing
Market United Kingdom
Agency OgilvyOne London
Creative Director Pavlos Themistocleous
Art Director Jamie Romain
Designer Andrew Mackay
Released December 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: YAHOO
Product/Service: YAHOO HOME PAGE
Agency: OGILVYONE
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: OGILVYONE, London, UNITED KINGDOM
Entry URL: http://www.creative-awards.co.uk/2010/Yahoo/
Copywriter: Pavlos Themistocleous (OgilvyOne London)
Art Director: Jamie Romain (OgilvyOne London)
Creative Director: Pavlos Themistocleous (OgilvyOne London)
Designer: Andrew Mackay (OgilvyOne London)
Account Manager: Sarah Wales (OgilvyOne London)
Account Executive: Yewande Sokan (OgilvyOne London)
Digital Producer: Blandine Escoffier (OgilvyOne London)
Planner: Brian Jensen (OgilvyOne London)
Head of Tech: Mark Sweatman (OgilvyOne London)
Tech Lead: Wesley Swanepol (OgilvyOne London)
Developer / Sound: Andy Davis (66 db)
Sound: Tony Barnard (66 db)
Developer: Joe Baldwin (Kanzo)
Media placement: Banner Campaign 3 Banners - Various Sites - 4/12/09

Describe the brief/objective of the direct campaign.
This year Yahoo! re-launched itself as an online brand dedicated to you - the user. From now on Yahoo! would deliver an online experience that puts you at the centre of your digital universe. An online experience designed by you, for you.

Explain why the creative execution was relevant to the product or service.
Yahoo! had until this point run a traditional advertising campaign informing people that the Internet was now under their control. We felt that, online, it wasn’t enough simply to say it, you had to show it as well. So we did just that creating ads that were the very embodiment of the core campaign thought – the Internet under your control.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We produced ads that would allow users to customise and improve the experience of whatever site they were on. Online radio featured a soundboard that let users ‘join the band’. On movie sites, people could create their own film trailer voice over to send to friends. On Spotify we ran display ads with tips on how to get more from the site while audio ads allowed users to create and advertise their own play lists for others to download.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Soundboard - 3,134,241 impressions with a 5.53% Interaction Rate. Film trailer – 3,956,904 impressions with a 4.43% Interaction Rate. Spotify Billboards and Audio roll – 5,844,340 impressions with a 0.88% CTR (click through rate).