Yahoo! Canada launches its biggest branding shoutout

Launching during this Sunday's Oscars, the search engine giant is poised to position itself as the multitasking mom's tool of choice through TV, cinema and online executions by Ogilvy.

Yahoo! Canada is launching the biggest branding campaign investment in its history this Sunday. Targeting working and stay-at-home moms – dubbed Chief Household Officers (CHOs) – the new campaign and tagline ‘Now That’s Using Your Yahoo!’ aims to demonstrate how busy CHO decision-makers can tap the search engine giant’s resources to organize and unclutter their lives, and help establish, in the process, Yahoo! Canada as the group’s online brand of choice.

The face of the new campaign, an animated purple creature, is the multitasking CHO’s little confidante and best friend, helping out with cooking tips, sharing the latest celebrity gossip and helping her get instant answers to whatever may have her stumped or puzzled, from nutrition to finance to parenting.

Leveraging the mass attention on the Oscars – what Yahoo! Canada head of marketing Sara Moore calls ‘the Super Bowl of lifestyle advertising,’ at the heart of the campaign are 10- and 30-second animated spots debuting during pre-awards telecasts on Global and E!. ‘Using Yahoo!, [CHOs] can find answers to their family, health and lifestyle-related questions quickly and easily and still have enough time to watch the Oscars,’ says Moore.

With the goal of bringing more Canadian women – aged 28 to 44 – to the site, the campaign created by Ogilvy Toronto, which also helmed media, will continue to run on a variety of stations across the country including local affiliates and specialty channels until May 4. The effort will also appear in movie theatres and online – both on and off the Yahoo! Canada network.

‘This is a great time for any brand targeting a unique audience to be launching a campaign,’ Moore tells MiC, adding that the opportunities to own a greater share of voice and be impactful are strong right now. ‘TV, cinema and especially online are great ways to reach women and build brands, and we were able to be very specific with the channels and shows we would be part of, and the online sites we would run on.’

Yahoo! sites were visited by more than 16 million Canadians in January 2009 according to comScore Media Metrix.