| Title | Search 4 |
| Agency | MBA |
| Campaign | Search - Yahoo! |
| Advertiser | Alpina |
| Brand | Yahoo! |
| Posted | November 2004 |
| Business Sector | Portals |
| Philosophy | CREATIVE IDEA Use media sites to point to (find) a specific thing in its immediate environment CHANNELS Posters / Ambient / Internal Comms / Online / Projection |
| Problem | THE BRIEF Yahoo! Search is No.2 to Google, but through a combination of technological advancement and human input is now as good in use, if not better. We have to build the salience of Yahoo! Search and disrupt the default use of Google. DISRUPTION Disrupt the terminology of the market. Google is a search engine. We will position Yahoo! Search as a Find engine. Were about results, not process. |
| Result | Advertising recognition is now more than twice the Millward Brown average for a poster campaign. Yahoo! Search page views have increased by 43%. Click through rate is 71% higher than the industry average. Winner of EuroBest Poster Award Finalist Campaign Poster Awards |
| Media Type | Web Advertising/Banners |
| Market | United Kingdom |
| Creative Director | Graham Kerr |