Excite Inc. launched a multi-million dollar national advertising campaign designed to raise the level of its consumer brand and product awareness.
The campaign begins with six 30-second television spots airing on national broadcast and cable networks nationwide. The spots initially will run for six weeks. The campaign was created with Lowe & Partners/SMS, Excite’s New-York based advertising agency of record. Billings were not disclosed.
The “You Can Too” campaign uses humor to convey that Excite helps even novices use the Internet to get information, solve daily problems or perform such as: get movie listings, share photos, purchase airline tickets, use free email or track and customize news. The campaign goes beyond the image of a search engine and focuses on Excite’s ability to serve broad consumer needs in a single place.
“This campaign differentiates us from other Internet advertising currently in the market,” said Fred Siegel, senior vice president of marketing for Excite. “Many ads from Internet companies say ‘use us for this one task’–such as search. What we are saying is that Excite serves multiple needs and offers consumer benefits well beyond simply search. . .”
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