Yahoo employed an aggressive strategy to woo more customers to use Yahoo search in the Chinese market. DDB Shanghai has created a print ad wherein Yahoo tries to target Baidu which is the leading search engine in China. The print ad shows a fat man searching some mermaid through binoculars making an angle of 100 degrees. There is no mention about Baidu you may ask but then you will have to be Chinese to understand it. Now 100 degree has two meanings in Mandarin, one is the angle of a search area and other is a metaphor to Baidu. The finishing touch is given by the question on the top,”Search only within 100 degree? Why not use Yahoo! 360 degree search engine!”
