Objectives
- Use branded Yahoo! Pedicabs to create lively, unique and engaging branding activity at minimal cost.
- Create a fun brand image and give Yahoo! an offline personality
- Use pedicabs to support other Yahoo! Marketing activity
Activity
- Pedicabs taken to high footfall public places in Sydney during the summer months
- Targeted heavily populated summer destinations (e.g. beaches) but also other suburban areas of Sydney to spread impact and word of mouth about activity and reach a variety of demographics. Distributed merchandise when required and where appropriate.
- Staff promoted current campaigns with people they encounter during activity.
- Reported with photos from each days activity and written feedback.
Results
- Total of 33 events
- Pedicabs on road for 180 hours
- Over 15,000 items of Yahoo! Promotional merchandise distributed
- Huge level of word of mouth and passing traffic during activity
- Cost effective and more targeted than other transportable ambient media currently available
- High levels of media interest
