- An innovative new service that aims to make searching the web much easier launches next week with a multi million pan-European campaign through Archibald Ingall Stretton.
Called RealNames, the service allows net surfers simply to key in the name of the company or product they are seeking, without bothering to type in any preamble, such as http:// -- and without knowing the product's exact web address.
Instead, the websites of products registered with RealNames will automatically come up in response to simply typing in the brand or company name, or an agreed key word or phrase.
The California-based RealNames will launch the service in the UK for the first time at next week's Internet World conference at Earls Court. To coincide with this, Archibald Ingall Stretton has created a print campaign for the trade press.
Initial trade ads will be supported in the national press in June and July and further trade activity, while the campaign will also rollout in France and Germany to coincide with RealNames offices opening there. Media is being handled by All Response Media.
The service, in which Microsoft has a 20 per cent stake, has been running successfully in the US for several years.
"Internet keywords by RealNames allow brands to improve their return on investment by unifying their identity both online and offline," explained Stuart Archibald, a managing partner of the agency.