Emily Tan
Sep 26, 2017

Oath's first campaign aims to showcase its brands and reach

Global push includes Singapore, Hong Kong and Taiwan.

Oath, the new brand Verizon created by combining AOL and Yahoo, has pushed out its first global brand campaign #BuildYourBrand across nine markets.

The campaign focuses on Oath's assets and brands in mobile, video, and data for advertisers, publishers and partners.

"Right now, it really is about branding Oath which was brought together only three months ago," Allie Kline, global chief marketing officer of Oath said. "The main objective is to communicate the details and nuances of the brands we have in our portfolio and how brands and clients can work with them."

The lead 60-second spot, titled "Madness", examines the relationship brands have with consumers. It features not just Oath's brands, but other great brands of the world that have passionate fans including Starbucks, North Face, and Hello Kitty.

A key feature of the spot is the music selected to accompany it, a cover of A Tribe Called Quest's Can I Kick It by Public Enemy and Prophets of Rage frontman Chuck D.

"We liked the edgy beat, but we also like that it was an iconic song of the 1990s and we've put a new spin on it. It's an empowerment song, but in many ways, the feel of it in the ad matters more than the words," Kline said.

"We build brands that over a billion global digital consumers love," Tim Armstrong, chief executive of Oath said. "We have one simple message to mobile consumers and customers – build your brand – and we have Chuck D helping us fight the power."

Follow-on ads will focus more on individual brands or capabilities Oath has to offer clients.

The campaign creative, jointly developed by Oath’s in-house creative team and partner agencies, Zenith and Squeak E. Clean, includes visuals depicting Oath’s brands as orbs. AR work on the campaign was created by Oath's production agency, Ryot.

While it was important to brand the house brand, Oath, Kline wanted to maintain the uniqueness and strength of each of the brand under its umbrella. "It gives us an opportunity to play with design, plus, each of the orbs is AR-enabled, think of the stories that can be told."

Oath will be rolling out the campaign across broadcast, digital, mobile, out-of-home and print in the US, the UK, Canada, Brazil, Singapore, Hong Kong, Germany, Taiwan and France today. The campaign will see softer in-market activation in Oath's other markets.

"We're targeting media agencies, creative agencies, advertisers and publishing audience. Buyers of programmatic product and buyers of our offerings," Kline said.

Source:
Campaign UK

Related Articles

Just Published

2 hours ago

Australian Podcast Awards 2024 crowns Podcast of ...

ABC's 'Ladies, We Need To Talk' took home the top gong, alongside winners from across the country.

7 hours ago

João Braga joins Publicis Groupe Hong Kong as ...

Braga relocates to Hong Kong after serving for three years as the national chief creative officer at Wunderman Thompson Australia across three offices.

7 hours ago

How marketing helped Chinese apps and games to ...

Campaign explores the factors that have propelled Chinese apps and games—such as Black Myth: Wukong, Temu, Shein, and TikTok—to international success, and the insights marketers can leverage from their success stories.

7 hours ago

Creative Minds: Nutthida Patthanhatirat thrives on ...

This art director’s journey spans from Photoshop struggles to creative triumphs, fuelled by her love of dogs, a taste for luxe, and an unstoppable knack for turning challenges into bold projects.