Search engine company Northern Light Technology
launched its first-ever broadcast and print advertising campaign.
The campaign, which was created by Mullen Advertising, will be a multimillion
dollar effort consisting of national print, network television, national
cable television and network radio executions. Spending specifics were not
disclosed.
“Northern Light will no longer be the best kept secret on the Internet,” said
David Seuss, Northern Light’s CEO. “Until now, we’ve been the biggest, the
best, and the least well known search engine on the Web. With our new
campaign we aim to define the Northern Light brand to consumers as the
sophisticated search engine for serious searching.”
The campaign is targeted at wired decision makers who have deeply integrated
online activities into their business, investing and personal lives. Northern
Light indexes over 170 million Web pages.
“Despite the award-winning strengths of the Northern Light search engine
they’ve had surprisingly low brand awareness among consumers,” said Bob
Pagano, senior vice president, group account director at Mullen. “Our goal is
to raise that dramatically over the course of the campaign. With this
effort, Northern Light will rise above the Internet mob: no sophomoric humor,
no gross images or associations, treating the user with respect for his or
her skill and intelligence, and recognizing the enormous problem users face
making the Web work for them.”
