About.com new ad campaign. Need. Know. Accomplish

About.com, a unit of New York Times Co has directed its branding radar towards the marketers through this new ad campaign. Bidding adieu to its earlier tagline “Guidance, not guesswork.” Which in anyway I thought was awesome, robust and strength fully conveying the message and so distinctly differentiates its product superiority over sites like Associated Content, recently acquired by Yahoo. The new tagline is “Need. Know. Accomplish,” the ad will highlight information and advice that the site offers through its carefully chosen experienced subject matter experts, its ability to engage consumers from the “moment of need,” and hold their attention as they use the site to “accomplish” a search-driven goal.

How the new campaign is different from the old one. Well, unlike the previous About.com campaigns, the new ads rely heavily on animated graphics and not photography.

The campaign comes to life through advertising executions that present a series of moments in which a family of characters personify the range of needs that an About.com user encounters each day. Some of these needs are featured in over 30 individual creative concepts, ranging from “Lower my cholesterol” to “Find family beach activities.” The creative will run on out-of-home and digital advertising platforms for the duration of 2010, including baseball stadiums, taxi tops, phone kiosks and more. Source: nytco.com

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