Cannes Lions

SEARCH ENGINE

SALEM, Sao Paulo / YAHOO / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

The challenge was to find a creative and interactive way to sell links sponsored by Yahoo! to those responsible for media purchases in agencies and client companies.

Execution

Who has never tried searching for his own name on the Internet? This inspired us to create a piece with the name or alias of the prospect customised in acrylic letters. Upon receiving the mailing, the prospect is invited to go to the Yahoo! site and perform a search with his full name. The first three links that appear in the search results refer to the professional. Clicking on the link, the prospect is directed to a hotsite explaining the Yahoo! paid link advantages and extending an invitation for the prospect to schedule a visit with the Yahoo! account manager.

Outcome

160 pieces were sent to companies and 56 to agencies. The outcome was surprising: 2886 searches by name of piece, meaning word-of-mouth advertising results of over 13 extra searches per piece.

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