Yahoo! -
Big, buzzy campaigns that connect

Brief

Yahoo! is all about delivering amazing digital content and experiences. They want to show this in everything they do internally, as well as externally.

In 2009, Home became Yahoo!'s creative partner. They asked us to develop and deliver a new Total Reward brand and online Total Reward Statement for their employees. Every Yahoo plays a role in their success and they wanted a creative solution to delight the Yahoos, increase their perception of the value of their reward and make it easy for them to view their full package in one place.

Yahoo!'s culture is fast-paced, creative and open. Employees work with leading-edge online technology every day. So, our creative solution needed to be a little bit different.

The Real Deal

We developed a concept of 'Grounded Celebration'. We wanted to put across the idea that Yahoo!'s reward package speaks for itself. We wanted the creative treatment to be vibrant, energetic and recognisable.

We used a strong colour palette that worked with Yahoo!'s signature colour - purple. The look and feel was bold, warm and engaging. Coupled with the use of an unusual font, the Total Reward communications stood out from the crowd. This made it simple for employees to spot them and make the links to their reward package.

Writing like we speak

We used down-to-earth, simple language. We assumed that not everyone understood the more technical elements of their reward package, but equally we didn't talk down to people. Although Reward can be a serious subject, we knew Yahoo! doesn't take itself too seriously - so we sprinkled some purple humour through the copy.

The results

To kick things off we ran a teaser campaign with branded emails and posters. They introduced the new look and feel but didn't reveal too much. They grabbed people's attention, got them talking and kept them guessing.

On the day the Online Total Reward statement launched, we emailed every employee with a live link to their statement. By the end of day 1 over 50% of employees had accessed their statement, rising to over 65% by the end of the first week.

Employees found the site engaging, useful and very Yahoo!. Perceptions of the value of the reward package increased in their staff survey.

The Yahoo! team was delighted. Our treatment hit the right balance of capturing Yahoo!'s own distinct personality, while adding our cutting-edge creativity. The result: a standout, engaging solution.