Creative Showcase

You Judge Talent / Yahoo

Submitted By Ada Wong

Description

We revitalized the image of Yahoo! E-mail system that was losing market share. We created the first-ever online talent show in Hong Kong: “Y!OU Judge Talent”.

We created a mini-site with 8 different talent groups including dancers, dog trainers, kung fu performers, beatboxers, singers, football players and vocal talent and invited people to participate and vote.

Participants had to login through their Yahoo! Hong Kong Mail to receive the full, high-quality performances videos and vote through the mail system. Participants could vote through the website for their favourite performers.

Objective

Yahoo! had a well-established network and good market penetration in Hong Kong. But although registration numbers were high, activation was low. To re-engage their user base and attract new users, Yahoo enhanced their system with new features including unlimited mail storage and faster speeds. Our objective was to persuade users to try the new service.

Technical Challenge

The greatest challenge was recruiting the performers. We wanted to recruit enough performers in each group to give the campaign scale so we had to put a lot of effort into advertising. In the end over 6,000 participants registered during the program launch, and Yahoo! page views increased by over 5% - a much higher rate than with other promotional campaigns.

Client

Yahoo

Agency

Grey Hong Kong

Media

Interactive

Market

Culture, Leisure and Sports

Credits

Agency Producer

Wong Ying Ying / John Lo

Art Director

Keith Ho / Kenny Wong / Michelle Woo / Ray Lam

Creative Director

Keith Ho / Ray Lam / Keith Lo

Director

K K Wong

Editor

Douglas Ng

Music & Sound

White Music

Production Company

I.A.M. Production

Writer

Joshua Wong / Keith Lo

Views

248

 

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