Yahoo! UK & Ireland has launched its first-ever outdoor ad campaign. The major integrated campaign for Yahoo! Search launches on Monday 21st June with a focus on outdoor and online media and will run until the end of the year.

The campaign focuses on the relevance and directness of search results found on Yahoo! Search. Yahoo! Search offers unique tools, such as integrated Thomson Local search, which provides listings for local businesses and services, eg a search for "plumbers Guildford" will provide a list of actual plumbers in Guildford and not further web links. The Direct Display tool provides actual content as a search result rather than further web links, including weather, news, Euro 2004 and currency converter (eg type in search query "London weather")

The outdoor campaign will reflect the product functionality through relevant, tailored and innovative creative executions. There will be around 300 executions and creative will depict branded arrows pointing at an object or in a specific direction with the relevant search term and the strap-line "Found on yahoo.co.uk", eg panels will point at the sky with the search term "London weather" or with the term "scooters" pointing at scooter parking places.

o 48 (x 400) and 96 sheets (including backlit near Heathrow/Gatwick and 48 sheets on Cromwell Road/Elephant & Castle)
o Tube cross-tracks at 25 premium stations
o Escalator panels
o Inside tube carriages
o London taxis (600)
o Major London train stations (ambient floor media)

The campaign is running online across the Yahoo! network and will include the following sites: The Sun, C4, eBay, FHM and SkySports.

Creative was designed by MBA and the campaign was bought by MG OMD.