Digital News: Ask.com in 'shortcuts' drive

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%.