According to Tania Lau, director of marketing at Yahoo Hong Kong it is “mission-critical to change and root the perception of Yahoo Hong Kong as a mobile platform and brand”. Ad Nut thinks this is a good move.
The media platform has created four videos based on Yahoo's top buzz topics of the year. Ad Nut likes how the videos draw on and blend in viral news stories that are immediately recognisable, such as the cash spill in Hong Kong last year, which also tie back to Yahoo as a platform. Ad Nut has recently seen more and more of this kind of work that harnesses viral content in this way.
The bullet-time effect in the videos works well and adds an interesting rendition of the actual news events. Ad Nut also appreciates the double meaning of "一日都係 Yahoo Mobile” in Chinese, which highlights the “inconceivable incidents [news stories] that happened” and by the same token, the Yahoo Mobile platform where users tuned into the news (that might have also caused the incidents to happen in the first place).
On top of pushing these videos on Yahoo’s digital platforms, Lau told Ad Nut that targeted media planning will be arranged with TVB, 100most, Facebook, Instagram, YouTube and key opinion leaders. In addition there will be a program on Yahoo Mobile to reward users for daily consumption.
Yahoo Hong Kong said that selected KOLs will extend the "一日都係 Yahoo Mobile" campaign and curate the viral new topics via Tumblr and their social platforms.
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