Feature

Campaign Media Awards 2007: Best IT and Consumer Durables Campaign

WINNER
Title: Information Revolution
Media agency: Media Planning Group
Media director: Niki West
Media planners: Dallia Hussein, Martyn Stokes
Creative agency: Fallon
Creative director: n/a
Account planner: n/a
Client: Ask.com
Brand: Ask.com
Marketing director: Sarah Bartlett
Media brand manager: n/a

The search engine Ask.com was relaunched in 2006, promising users the most accurate, relevant search results. However, it was only receiving 4 per cent of searches, and it had to face up to the fact that consumers turned to rival Google often without thinking twice. Media Planning Group and Ask.com came up with the idea of a revolution, executed via unbranded postings all over London, fly posting, badges and stickers that could be taken by consumers and projections on London landmarks. It was followed by a branded campaign to generate awareness of Ask.com, which has seen searches from London web users rise significantly.