Excite enlists Branded and Walker for TV task

Excite, the leading US internet company, is to launch its first UK advertising push in a bid to become a consumer brand beyond the confines of the worldwide web.

Excite, the leading US internet company, is to launch its first UK

advertising push in a bid to become a consumer brand beyond the confines

of the worldwide web.



The company, which in the UK is a joint venture between Excite Inc and

BT, has appointed the marketing consultancy, Branded, to help spearhead

its consumer launch and is planning to spend pounds 2 million in

mainstream media over the next three months.



Branded has been working with Excite to put together a creative and

media team. The Clinic was appointed Excite’s creative agency and Walker

Media scooped the media planning and buying.



According to Excite’s marketing and business development director, Dafna

Ciechanover, the web audience is now more sophisticated and ready to

accept web companies as rounded consumer brands.



’Few net companies actually have any brand values,’ Ciechanover

explained.



’We want to use other media to position ourselves as funky but

functional, an internet company with attitude and a sense of humour, but

also one that’s easy to use and relevant to people’s lives.’



The first burst of the campaign will kick off later this month and will

run for three months, primarily on TV. The ads have been created by Lowe

& Partners in the US, with the Clinic tailoring the work for the UK

audience.



The ads play on the humour of embarrassing situations real people find

themselves in, such as a man on a bus who discovers yesterday’s

underpants down the leg of his trousers, and an executive who

inadvertently covers his face with ink from a leaky pen.



The ads are designed to suggest that ordinary people who make silly

mistakes can improve their lives by using Excite to check sporting

results, book a holiday or find a mate.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).