The 'Take the Shortcuts' campaign, which breaks this week, challenges internet users to test Ask.com and its 'search shortcuts' facility to help them find what they are looking for faster. It is the first time the search engine has linked its advertising to a microsite in this way.
The campaign, which was created by Profero and planned and bought by Media Contacts, will run for three months on websites including Channel4.com and Gigwise.com.
Three rich-media executions will aim to convey the message of 'getting you to where you want faster'. The ads, which feature a tourist, cable-car and pole vaulter, use a collage of styles to create a quirky feel. Those who click through will be led to a bespoke version of the Ask.com homepage.
Sarah Bartlett, marketing manager at Ask.com, said: 'We wanted a campaign that will carry the experience seen in the ad through to the site itself. This gives internet users consistency between the ad call to action and the site experience.'
Profero is supporting the brand work with two direct-response ads that highlight Ask.com's services.
The search engine dropped its Jeeves butler icon in February as part of a brand relaunch. Ask.com highlighted its new image by signing a £3m deal with the England and Wales Cricket Board to become an official partner of the England cricket team.
According to Hitwise, Ask.com was the sixth-most visited search engine in the UK for the week ending 23 September, with a 3.3% share of the market. Google UK led the way with 54.2%, Google's international site had 12.1%, and MSN UK 5.5%.
_1.jpg)
.jpg)
