Find Your Yodel.

Brand campaign | TV | ONLINE VIDEO | CINEMA

The yodel

In the beginning Yahoo! was known as a spunky little startup with a funny name. In 1996, the yodel was introduced as the punctation to their humor filled TV spots by Black Rocket, when they existed among 130 other search engines. The yodel was a symbol of all that Yahoo! stood for. It was fun, wacky, unexpected and helped build massive brand awareness and affinity during a time when most internet marketing was very dry and businessy.

Later, Yahoo! grew up. They found themselves in an ultra competitive tech race, rightfully shifting focus to more modern and sleek attributes, stepping back as a brand and letting their product take the lead. Fast forward to 2015 when the brief came in to do a new brand campaign for Yahoo. They were now a challenger brand, looking at the competitive landscape of simple, sleek, design-first websites and search providers. It was clear we needed to get them closer back to the brand’s roots to stand out. We needed to bring back the Yodel, and do it in a way that was appropriate to the immense progress they made on the product development side, and their ability to connect to people’s daily lives.