The idea was to dramatise Yahoo’s search ability by using ‘found’ arrows that pointed to specific objects in immediate, real world environments. The challenge for outdoor was huge. Every site was hand-picked based on its proximity to landmarks and interesting venues (e.g. ‘Scooters’, ‘Spark Plugs’, M25 Clockwise’). Where no opportunity was obvious, the creative agency created several re-usable terms such as ‘clouds’ (pointing up) or ‘driving directions’ (roundabouts). The perfect marriage of message and medium.

With just a £600,000 budget we increased page-views by 13% month on month and 43% year on year. We overtook AskJeeves. Recognition scores were 50% more effective than average (Millward Brown tracking), and overall ad awareness was higher than all of our competitive set, including BBC, Microsoft, Google and AskJeeves.