Yahoo revamps its presence in Brazil

Yahoo Brazil relaunched its homepage, www.yahoo.com.br, on August 16.

The Web site worked with São Paulo, Brazil-based marketing agency LiveAd and New York-based digital agency Night Agency on the rebranding effort. Because it now prominently features the color purple, the site has a new tagline, “Do Not Underestimate the Purple.”

To promote the updated site, Yahoo and its partner agencies created the persona of a nonexistent agency called Celestial Marketing, which ostensibly specializes in marketing services such as advertising on the moon and spaceship brand takeover, to tie the relaunch to a lunar eclipse occurring the same day.

“[The campaign was] a long-term way to build equity for the new Yahoo to keep traffic volume high and to build some playfulness back into the site,” said Darren Paul, co-founder and managing director of Night Agency. “It is part of the international strategy to build the brand into more markets around the world.”

LiveAd and Night Agency ran broadcast, Web video, radio and print ads throughout Brazil referring to the eclipse as the day Yahoo Brazil will change forever, and the site broadcast the eclipse to usher in the redesign. It will also launch new products and services every month until the end of the year.