The Judges chose Yahoo! Answers and Carat Digital, UK, as the Vibrant Awards EU Winner (Gold), for it's clever and impactful use of in-text. Yahoo! highlighted relevant words within web content and delivered real user questions from the Yahoo! Answers database. Each custom in-text unit was automatically populated with relevant questions and led to real answers from Yahoo! Answers users. For example, when a user chose to move their mouse over the word 'Bolognese pasta', they would see 'How do you cook Bolognese pasta?'. This programme offered great performance by successfully engaging users with a relevant and useful Yahoo! Answers experience inside web content.  This campaign ran across 12 different sectors and achieved an outstanding average click through rate (CTR).