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Yahoo!

Make Yahoo! the world’s most popular homepage

Objectives

In numbers:  To increase the percent of  Yahoo! users to set  Yahoo! as their homepage.

In perception: I’m inspired to make Yahoo! the place I start my internet journey every day.

The Creative Challenge

Yahoo! is the original .com start-up, the first internet site that made sense at scale of the sprawling mass that is the internet. The core element of this success is the Yahoo! homepage. In a single page it is able to capture the most important things you need in your daily internet life - to communicate, to find out, to explore. Google and Facebook are now more popular homepages - so there is now a need to inspire our users, particularly those new to the internet, about to set an email address for the first time, to again set Yahoo! as their homepage.

A dry list of benefits is not going to persuade them - but beautiful, engaging, fun, digital creative, illustrating those benefits just might. This work should be able to appear on Yahoo! and across tablet, mobile and desktop as a minimum - but the brief is open to exploring new ways (particularly digital) to reach our target audience. These may be ways that everyone’s been ignoring for years, are unfashionable, or simply bonkers - but our target audience set a high bar for their attention daily and we need to meet it.

Target Audience

13-18 year olds. They are getting a smartphone for the first time, they have ready access to a tablet - even if its through school. They love and use Facebook, Twitter and Instagram in that order (and need an email address to use them). They’re already adept at filtering the multiple messages that they’ve been sent since they were born, chopping, making their own, shifting between different personas online and offline, with their friends and family. Authenticity is key. 

Creative Requirements

A digital creative campaign:

  • Do ensure that your idea works across all of the multiple creative canvases at - adspecs.yahoo.co.uk
  • Please think beyond these formats into what you think will engage this audience on any screen - or where a screen could go

Proposition

Everyday indispensable fun.

Supporting Comments

Wherever you are, and whichever screen - our homepage gives you every day something more entertaining and inspiring:

  • The most interesting thing that’s happening today (for you).
  • Whether you should wear a coat or put the sun-tan lotion on.
  • Search the web for what you’re looking for.
  • Connect with your friends - more thoughtful with mail, more instant with messenger, more collective with groups.

In Conclusion

Please put simple classic engagement over heavy, tech intensive work. Think about place - where would it be unexpected, interesting and relevant for your work to be displayed? Think about your everyday habits in the real world - how that can be translated digitally 

In the project pack you will find brief guidelines on how to use the Yahoo! logos to ensure your work has the best chance to be able to go live.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.