Magazine article Marketing

Digital News: Ask.com in 'Shortcuts' Drive

Magazine article Marketing

Digital News: Ask.com in 'Shortcuts' Drive

Article excerpt

Ask.com has created a bespoke microsite to support its latest digital ad campaign, as it seeks to tempt consumers away from search engine rivals Google and MSN.

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. …

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