Yahoo! Links With Benjys To Promote New Finance Site
Yahoo! UK & Ireland has secured a deal with Benjys national sandwich-shop chain to promote its personal finance site to upmarket city workers.
The deal, which is designed to tie-in with the Chinese New Year, will see around 100,000 fortune cookies containing a Yahoo! branded motto distributed in more than sixty Benjys outlets in the London region.
Customers will be encouraged to visit Yahoo!’s Make Money Be Happy page where they will be offered the chance to win a weekend of wealth and luxury including first class travel, five star accommodation and top restaurants.
The initiative is designed to strengthen the Yahoo! brand by reaching ABC1 male city workers, which account for around 60% of Benjys’ customers and make up the target demographic of the new personal finance site.
The campaign is the second stage in a cohesive strategy using traditional media, online banner advertising and guerrilla tactics. It is intended to provide users with the tool and knowledge available on Yahoo! Personal Finance before they make any financial decisions.
The Yahoo! personal finance site provides users with the latest information, comparative rates and news on a range of financial products including mortgages, loans, credit cards, banking and pensions. It allows the consumers to construct a shortlist of preferred suppliers, which best fit their personal financial situation.
Last month Yahoo! Europe confirmed that it is searching for a new managing director after Mark Opzoomer announced his intention to step down. The company’s senior vice president of international operations, John Marcom, will take over from Opzoomer in the short-term. However, the portal is in the process seeking out external candidates for the role (see Yahoo Confirms Departure Of European Managing Director).
Yahoo UK & Ireland: 0207 808 4200 www.yahoo.co.uk
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