The agency won the account following a competitive pitch. The account was previously handled by OMD.
The service, formerly known as AQA 63336, rebranded to 63336 in December last year. It will launch a £300,000 advertising campaign to drive awareness of the name change in the run-up the World Cup.
TV ads will run across Five, ITV2, Dave, Living, E4 and a mix of Sky channels throughout June and July. The ad, created by Tim & Michael, depicts researchers having ‘special knowledge', with answers to all questions.
In addition, the campaign will include outdoor, ambient and social media activity. The ads will include the strapline ‘I am of the 63336 TV advert' and will direct consumers to text a question they want answered.
Consumers can download a 63336 app that comes with three free questions for £1.20. Alternatively, customers can download the app for free by pointing a phone browser to 63336.com/a.
Paul Cockerton, communications director at 63336 said: "We're carefully targeting channels, timeslots and audiences that have previously been shown to deliver the best performance. We've also refreshed our website, adding over 1,200 pages of Brilliant Answers content, to help increase visitors and drive downloads of the 63336 mobile application."
Andy Sloan, chief executive at All Response Media, said: "We aim to show how our approach to practical analytics, combined with leading edge media planning, will deliver the aggressive growth expectations within this exciting new marketplace."
63336 uses more than 800 home-based researchers, mostly in the UK, to answer any question in minutes. So far, it has answered more than 22 million questions from 2.2 million customers.
.jpg)
.jpg)