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!”

Baidu became the leading site of choice for the Chinese web users because it lets users to search mp3 or wav files. Baidu doesn’t keep the music on its servers and merely gives the link to the website that contains the particular music file. Baidu has recently branched out to provide more web services and it has launched a portal for Japanese markets as well where Yahoo is the leading search engine.