Creative Strategy Jennifer Cifuentes | 5.3.07

Table of Contents Brief Overview

1

Key Strengths

2

Business Objectives & Marketing Strategy

3

Target Audience & Segmentation

4

Creative Strategy

5

Key Visuals

6

Creative Strategy

Brief Overview

1

Brief Overview

1.1

Currently, Yahoo! is the world’s most visited website with over 412 million unique users and has the world’s largest web-based email service. As a result, an estimated 48% of site traffic comes from Yahoo!’s web-based email service users. Yahoo! ranks as a distant second to Google as the search engine of choice, even among heavy Yahoo!Mail and other tools/content users. 28% of internet users use Yahoo! as a search engine, while 45% use Google. In addition Yahoo! is in the process of taking their content and tools to the next level. Innovations like Yahoo!360 taps into the social networking trend, while Yahoo!Mail beta adds attractive functionality to simulate a desktopbased email program, such as Outlook. Yahoo!Photo, Yahoo!Games, Yahoo!Shopping, Yahoo!Sports, Yahoo!TV, Yahoo!Messenger, Yahoo!Groups, Yahoo!Local, Yahoo! Weather, Yahoo!Music, Yahoo!Video, HotJobs and many other content servers and tools look to position Yahoo! as the undisputed one-stop online destination. One troubling trend is that even the heaviest Yahoo! users prefer Google as a search choice, even though they may get their news, do their shopping, get entertained and check their email on Yahoo! several time a day. Most users will think of and use Google first. Only if they are unsatisfied with their search results through Google, do these users go to Yahoo! as a search “back-up.” In addition, users prefer to go to several different sites to serve their online needs. For example, they could use MySpace for social networking, MapQuest for directions, iTunes for music and/or YouTube to watch/share videos. Even the heaviest users of Yahoo! prefer to “site hop” or do not realize that Yahoo! offers a full range of internet solutions. (If you can do it online, then you can do it with Yahoo!.)

Creative Strategy

Key Strengths

2

Key Strengths

2.1

• 412 million unique users worldwide • #1 Web-based email in the world • Huge base of content with wide variety of offerings — a true web portal and undisputed online king of content • Offers a staggering amount of online services for communication, information, entertainment and shopping •O  ffers more search results per page with Yahoo!Search, which can be highly segmented/localized and are more relevant to users • Access to Yahoo! is free •N  ew innovations are set to position Yahoo!Mobile as the leader for mobile search and email through, key mobile server provider partnerships, mobile graphic-based ads and mobile versions of Yahoo!Mail and Yahoo!Messenger (Yahoo!Go and Yahoo!Mobile) • Most content can be accessed without logging in • F ull access and interaction for all of Yahoo!’s services can be gained by logging in with their Yahoo! username and password • Only a single username and password is needed to participate in everything Yahoo! offers (translates to everything online) • If you can do it online, then you can do it with Yahoo!

Creative Strategy

Business Objectives & Marketing Strategy

3

Business Objectives & Marketing Strategy

3.1

BUSINESS OBJECTIVES • Increase usage among current Yahoo! users living in the United States by encouraging them to switch over to Yahoo! for all of their online needs, rather than “site hopping”

• Increase usage among non-Yahoo! users living in the United States



•M  ake Yahoo! the leader of mobile search, email and instant messenging and own the mobile internet market in the United States

MARKETING STRATEGY • Focus on the heaviest users of the internet as our target audience

• Highlight the benefits that Yahoo! can provide to their everyday lives



•U  se a mix of innovative online and off-line media options, as traditional mediums are not effective in reaching the target

Creative Strategy

Target Audience & Segmentation

4

Target Audience & Segmentation

4.1

CURRENT USER BASE Yahoo! currently has over 412 million unique users worldwide. Of these users the largest segment can be found among Generation Y in the United States and to a lesser degree, Generation X. Search engine user demographics show that ages 18 to 34 narrowly prefer Yahoo! (48.23%) over Google (43.57%). Of this age range women prefer Yahoo! (50.76%) over Google (46.58%). Men in this age range prefer Google (53.42%) over Yahoo! (49.24%). GENERATION Y (Target Age: 15 to 28) Members of Generation Y were born from 1978 to 2000. This group ranges in age from 7 to 28. Population of this group is estimated to be more than 76 million in the US. They are the children of the Baby Boomer generation and are often referred to as “Echo Boomers,” as their numbers rival that of the Baby Boomers. However, unlike the Baby Boomers, Generation Y is independent and prone to question authority and the status quo. They are highly cynical as a group and have grown to distrust advertising, while also growing immune to advertising in many of its forms, as they have been bombarded with ads most of their lives. Generation Y-ers have gone through most of their lives familiar with technology, having been exposed at an early age — computers, mobile phones, (calls and texting) gaming systems, satellite radio, digital media players (iPods), digital video recorders (TiVo), handheld devices and the internet (social networking, entertainment and online gaming). Technology is a part of their day-to-day life and they are avid internet users, getting the bulk of their information and at home entertainment online, rather than through traditional sources, such as television. Generation Y has been pampered, nurtured and programmed with a slew of activities since birth making them both high-performance and high-maintenance causing some to dub them the “Entitlement Generation.” Generation Y is not only tech savvy, but also good at multi-tasking. It would not be surprising to see a Generation Y-er checking email on their Blackberry, while talking on their mobile phone and surfing the internet through a Wi-Fi connection at the local Starbucks. With 1 in 3 Generation Y-ers self-identifying as non-Caucasian, they are a highly ethically diverse group. 1 in 4 grew up or currently lives in a single parent home, while 3 in 4 have working mothers. This generation has a practical world view, having grown up in dual income or single parent home. They are/have been given financial responsibility at a young age, making them more financially savvy than previous generations. Currently 1 in 9 high school students have a credit card, co-signed by a parent and many have taken on extensive debt to pay for college. Generation Y-ers still living at home are deeply involved in family purchase decisions for a variety of items from groceries to cars. GENERATION X (Target Age: 29 to 39) Members of Generation X were born between the years of 1963 and 1979. This group ranges in age from 28 to 44. Population of this group is significantly smaller than that of Generation Y, with an estimated 20 million members in the US.

Creative Strategy

Target Audience & Segmentation

4.2

Generation X is generally marked by its lack of optimism for the future, nihilism, cynicism and lack of beliefs and trust in traditional values. During the early 1990s, the media portrayed a stereo-typical image of Generation X as a group of flannel-wearing, alienated, overeducated, underachieving slackers with body piercings, who drank franchise-store coffee and had to work at “McJobs.” Many found themselves unemployed after the “dot-com bust” of the early 2000’s. Most members of Generation X became as tech savvy as those in Generation Y, as they were quick to learn about and latch onto new trends in technology. Like their younger peers, they have a distrust of advertising and are spending more time online for entertainment and informational purposes than the Baby Boomers. With the invention of TiVo and other digital recording/On Demand technologies, even when this group is watching television, they are not likely to see or pay much mind to commercials. Members of this group are likely to be starting families and may have small children in the home. A growing trend among this group is career women putting their careers on hold to stay at home with their children. TARGET SEGMENTATION

TECH SAVVY TEENS Ages 15 to 19 (Generation Y)

WIRED YOUNG ADULTS Ages 20 to 30 (Mostly Generation Y with a few X)

“CRAVING TO BE CONNECTED”

Creative Strategy

Creative Strategy

5

Creative Strategy

5.1

CAMPAIGN THEME LINE

This campaign theme line is play on the term Generation Y and the abbreviated Yahoo! logo. It is represented by the logo above and can be read as Generation Y or Generation Yahoo!. The Generation Y! logo will be used as the alternative logo for this campaign. The Generation Y! campaign will create a new “community” connected together with the services offered by Yahoo!. It is an anti-label, as it transcends traditional “generation” labels. Anyone can become an interactive part of Generation Y!, giving this theme line the flexibility to be used as an umbrella theme for other segments. Generation Y! is all about what you do and how you get it done with Yahoo!. CELEBRITY Y! PROFILES Key celebrities, popular with the target, will be featured in advertising and other communications. Each will have a Y! profile that highlights how Yahoo! helps make their famous lives on the go easier. The target audience will be encouraged to live famously, just like the featured celebrity Y! profile, with the help of Yahoo!. The one username and password messaging will also used to reenforce Yahoo!’s ease of use — “It’s easy to live famously.” Although a paid endorsement, the communications will function more as a testimonial from each celebrity. This is important, as credibility is a key issue with the target audience. Celebrity endorsers will be asked to post a Yahoo!360 profile for their fans/our target to access. In addition, the celebrities will use Yahoo! daily for one week and before picking their favorite services and giving quotes about their experiences to be used in advertising and other communications. PROMOTIONAL EVENT TIE-IN

YAHOO!LAPALOOZA Picture a sea of connected Yahoo! users holding up their lit mobile phone screens during slow songs instead of lighters. That’s Yahoo!lapalooza. This outdoor, five city music tour will be free to Yahoo! users and will feature Justin Timberlake, Fall Out Boy, Avril Lavigne, Akon and Fergie. The tour will have stops in Chicago, New York, Los Angeles, Las Vegas and Atlanta. Free tickets to the event can be obtained by Yahoo! users by registering, logging on or by texting, im-ing using a computer and Yahoo.com or through a mobile phone and Yahoo!Mobile/Go. Webcasts (Yahoo!), Mobcasts (Yahoo! Go), a MTV Simulcast (for the New York show) and local radio station broadcast will be available for those Yahoo! users who are unable to attend in person. The five tour headliners will be the first celebrity Y! profiles used in advertising and other communications and along with Yahoo!lapalooza, will kick-off the Generation Y! campaign.

Creative Strategy

Creative Strategy

5.2

ADDITIONAL CAMPAIGN DISTRIBUTION CHANNELS/MEDIA OUTLETS • Online banner ads on Yahoo! and throughout the internet on websites traveled heavily by the target - MyYearbook.com - MySpace.com - MTV.com - Snapvine.com - WhateverLife.com - PureVolume.com - FaceBook.com - YouTube.com

• Upcoming movie and video game placements



• Club Y! in Second Life



• Send in your video requests for MTV song TRL using Yahoo! Mobile/Yahoo! Go



• E xclusive clips (vlog) from the tours of Yahoo!lapalooza headliners leading up to the 5 shows where their individual tours collide

• Outdoor advertising spots - Mass transit (bus/train stop shelters, inside/outside trains & buses)

Creative Strategy

Key Visuals

6

Key Visuals

6.1

ESTABLISHING A LOOK AND FEEL

STAY CONNECTED,

WITHOUT MISSING A BEAT PROFILE: FALL OUT BOY (USERNAME: DANCEDANCE82)

CURRENT PROJECT: WORLD TOUR — INFINITY ON HIGH WITH TOUR STOPS IN CHICAGO, LA, NYC, LAS VEGAS & ATLANTA FOR YAHOO!LAPALOOZA STAYS CONNECTED WITH: • YAHOO!360 — MEET NEW PEOPLE, SHARE PHOTOS, BLOGS, VIDEOS & MORE

• YAHOO!GO — IM, EMAIL & SEARCH WITH A MOBILE PHONE ON THE GO

WHY YAHOO!? “WHETHER WE’RE SENDING IM’S TO FRIENDS WHILE ON THE GO OR JUST SEARCHING FOR THAT AFTER SHOW HOT SPOT, YAHOO! MAKES IT EASY TO LIVE LIKE ROCK STARS.” YOU TOO CAN LIVE FAMOUSLY — ALL YOU NEED IS ONE USERNAME & PASSWORD

W W W. YA H O O . C O M TXT GEN Y! TO 8970 FOR MOBILE ACCESS

DON’T MISS A THING

FROM LONDON TO LA PROFILE: FERGIE (USERNAME: FERGALICIOUS_ONE)

CURRENT PROJECTS: WORLD TOUR — GLAMOROUS WITH TOUR STOPS IN CHICAGO, LA, NYC, LAS VEGAS & ATLANTA FOR YAHOO!LAPALOOZA, NEW CLOTHING LINE & PERFUME, FILMING FOR HER LATEST FLICK, “VISION.”

STAYS CONNECTED WITH: • YAHOO!GO — IM, EMAIL & SEARCH WITH A MOBILE PHONE ON THE GO

• YAHOO!CALENDAR — KEEP TRACK ON THE DAILY IN A WHOLE NEW WAY

WHY YAHOO!? “IT KEEPS ME ORGANIZED & ON TRACK. MY SCHEDULE CAN BE CRAZY. YAHOO! MAKES LIVING THE GLAMOROUS LIFE EASY.” YOU TOO CAN LIVE FAMOUSLY — ALL YOU NEED IS ONE USERNAME & PASSWORD

W W W. YA H O O . C O M TXT GEN Y! TO 8970 FOR MOBILE ACCESS

Creative Strategy

Key Visuals

6.2

ESTABLISHING A LOOK AND FEEL (CONTINUED)

ONLINE ALL THE TIME PROFILE: AVRIL LAVIGNE (USERNAME: CUL8RSK8R)

CURRENT PROJECT: WORLD TOUR — THE BEST DAMN THING WITH TOUR STOPS IN CHICAGO, LA, NYC, LAS VEGAS & ATLANTA FOR YAHOO!LAPALOOZA STAYS CONNECTED WITH: • YAHOO!GO — IM, EMAIL & SEARCH WITH A MOBILE PHONE ON THE GO

• YAHOO!GAMES — GET YOUR GAME ON WITH TIPS AND DAILY ONLINE GAMES

WHY YAHOO!? “I’M ALWAYS ONLINE FOR FUN & ENTERTAINMENT. YAHOO! MAKES IT EASY TO ENJOY MY DOWN TIME WHETHER I’M ON THE ROAD OR JUST RELAXING AT HOME WITH FRIENDS.” YOU TOO CAN LIVE FAMOUSLY — ALL YOU NEED IS ONE USERNAME & PASSWORD

W W W. YA H O O . C O M TXT GEN Y! TO 8970 FOR MOBILE ACCESS

DON’T HATE,

COMMUNICATE PROFILE: JUSTIN TIMBERLAKE (USERNAME: MR_SEXYBACK07)

CURRENT PROJECTS: WORLD TOUR — FUTURE SEX/LOVE SHOW WITH TOUR STOPS IN CHICAGO, LA, NYC, LAS VEGAS & ATLANTA FOR YAHOO!LAPALOOZA, WRITING & PRODUCING WITH TIMBALAND & MAGOO STAYS CONNECTED WITH: • YAHOO!MUSIC — LISTEN TO THE HOTTEST TRACKS OR DISCOVER AN UNDERGROUND HIT

• YAHOO!GO — IM, EMAIL & SEARCH WITH A MOBILE PHONE ON THE GO

WHY YAHOO!? “ITS WHERE I GO, IT’S WHAT I DO. IF I DO ONLINE, I DO IT WITH YAHOO!. THEY HAVE DEFINITELY BROUGHT ‘EASY BACK’ TO STAYING CONNECTED — YEAH!” YOU TOO CAN LIVE FAMOUSLY — ALL YOU NEED IS ONE USERNAME & PASSWORD

W W W. YA H O O . C O M TXT GEN Y! TO 8970 FOR MOBILE ACCESS

Creative Strategy

Key Visuals

6.3

ESTABLISHING A LOOK AND FEEL (CONTINUED)

DON’T GET CAUGHT

OFFLINE PROFILE: AKON (USERNAME: KONVICTED07)

CURRENT PROJECT: WORLD TOUR — KONVICTED WITH TOUR STOPS IN CHICAGO, LA, NYC, LAS VEGAS & ATLANTA FOR YAHOO!LAPALOOZA, WRITING & PRODUCING FOR NEW MUSIC DUO, BRICK & LACE STAYS CONNECTED WITH: • YAHOO!SPORTS — SCORE BIG WITH HIGHLIGHTS & EXCLUSIVE CLIPS

• YAHOO!GO — IM, EMAIL & SEARCH WITH A MOBILE PHONE ON THE GO

WHY YAHOO!? “IT HELPS ME STAY IN THE FLOW & KEEPS ME CONNECTED WITH WHAT’S MOST IMPORTANT TO ME. YOU’LL NEVER CATCH ME WITHOUT MY YAHOO!.” YOU TOO CAN LIVE FAMOUSLY — ALL YOU NEED IS ONE USERNAME & PASSWORD

W W W. YA H O O . C O M TXT GEN Y! TO 8970 FOR MOBILE ACCESS

SAMPLE BANNER ADS

AKON

FERGIE VIEW Y! PROFILE NOW

JUSTIN TIMBERLAKE

VIEW Y! PROFILE NOW

VIEW Y! PROFILE NOW

Creative Strategy

Key Visuals

6.4

SAMPLE MASS TRANSIT ADVERTISING

SAMPLE CLUB Y! ENTRANCE IN SECOND LIFE

Creative Strategy