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Okay okay the brand behind this campaign could have been a little more transparent and that might have reduced some of the sneering by some consumers who got duped by the initial teaser ads- but when you’re up against Google (Ask estimated to account for approx 4% of all UK searches) you need to do something to get people’s attention.
Apparently, at the start of the campaign when you searched for Google on Ask you were presented with “Don’t be a droid — use different sources of information”. An old skool tactic but why not be a bit cheeky (Google actually did a similar thing when they first started out and you searched for Bill Gates)
It’s been picked up by the press across the pond (check WSJ coverage here) and to a lesser degree in Blighty so will this marketing investment payback? If you’re gonna play the anti-establishment revolutionary card and there’s nothing revolutionary about your service then probably not…and was it just me and a few a friends who noticed the other message in the ads? …
http://clever-things.co.uk/andnotsoclever/
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