FT.com pokes fun at SE with digital campaign

The Financial Times is due to launch an integrated advertising campaign to remind consumers of the 'hit and miss' results generated by search engines.

The digital drive will promote FT.com as an accessible source of expert analysis and global business news.

Using a selection of images representing the results that can be thrown up during an online search for financial terms, the campaign pushes the message that time poor professionals can go to FT.com to access news and analysis from a site they can trust.

One execution shows the results for a search for a 'baby bond' as an image of a baby dressed up as James Bond. The creative is accompanied by the tag line: 'Unlike millions of other websites, we know exactly what you are looking for'.

Created by DDB London, the campaign is the latest phase of the 'We live in Financial Times' campaign and is due to launch next week.

FT.com has over 1.2 million registered users and sees more than one million video downloads a month.

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