Tames Surfin’ Safaris

Bohan Carden & Cherry introduces,an Internet search engine that promises to reduce the clutter of online information hunts, this week.

The branding campaign for the Web startup—a virtual librarycatalog system—takes viewers on “surfin’ safaris.” The ads showcase elephants, giraffes, monkeys and zebras, among other creatures, to help deliver the message.

“With most search engines, you can spend days and weeks to follow up all the responses,” said David Bohan, president of the Nashville, Tenn., agency, “when all you want to know is where to see an elephant without going to Africa. Galaxy’s point of difference is that it makes searches relevant by allowing users to subcategorize within a search.”

The $2 million campaign includes broadcast, print and interactive.

A print ad—”You just searched the Internet for ‘African safari’ and got 60,728 results. (Happy hunting)”—kicks off in USA Today, Forbes, Forbes Global and other business publications.

TNT and Turner Broadcasting’s WTBS Superstation will carry an eight-week cable buy, including a sponsorship of Ripley’s Believe It or Not., headquartered in Franklin, Tenn., is a partnership between a Fox Entertainment subsidiary and a group of private investors led by health industry entrepreneur Rick Scott.

The search engine utilizes technology that reviews and catalogs Web sites according tocontent, a process that provides users with shorter, more focused responses to Internet searches.

The agency’s biggest challenge in marketing is finding a way to vie against big-spending competitors like Yahoo! and Lycos in an intensively competitive market category.

“We got a company with a great product without tens of millions of dollars to spend on advertising,” said agency creative director Kerry Oliver. “The good news is we’re not trying to get people to get in a car and drive to the mall to buy something. All they have to do is click and try Galaxy out.”

Don McEachern, vice president of account services, and account supervisor Steve Chandler, delivered the client. Oliver and senior art director Kevin Hinson handled creative responsibilities.

The television spots were shot by Depart Point’s Allan Vajda at Tejon Ranch, a location often used to replicate the African savannah, north of Los Angeles.