Yahoo! wanted to reinvigorate its brand, overcome its perception as a 'search-only' site, and connect with current and potential customers to inspire deeper relationships with a wide variety of Yahoo! services. Hence, the 'Life Engine' campaign - an integrated mass-media effort that touts Yahoo! as an indispensable, everyday life-enhancing tool.

The 'Life Engine' microsite and advertising banners were designed to receive customers smoothly from the offline campaign, leverage the look and feel of the corresponding TV advertising, engage customers with an enhanced interactive dialogue rich in information and deliver customers to a variety of destinations within the Yahoo! network.