Baillie Gifford makes a risky bet.
It’s not every day that an ad asks people to go to Google rather than directly to the advertiser’s website.
But that’s what Baillie Gifford investment managers does in a new ad campaign. The photo above is from the campaign in The Economist.
You’ll notice the call-to-action in small print in the lower left.
“Search for Actual Investors”
If you search this on Google you will see an ad for Baillie Gifford and the company has nice search positioning, too. Search Bing for the phrase and the company has an ad, but so do its competitors.
Sending people to search engines is common in Japan, but it’s a risky move for an international campaign.
Both ActualInvestor.com and ActualInvestors.com are registered by other companies. ActualInvestor.com is only $2,495 at HugeDomains.