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
’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
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.