LONDON: Web search engine has launched an unusual marketing campaign in the UK that aims to mobilize Britons against its arch-rival Google.

Ask's advertising attempts to convince consumers that the Mountain View, California titan's dominance of the UK search market (75%) limits choice.

The multimedia campaign, created by Publicis Groupe's Fallon Worldwide agency, features an 'underground movement' inciting the British public to revolt against the 'establishment' Google.

Consumer reactions so far have been mixed but Ask has little to lose in Britain. The unit of Barry Dillon's US-based IAC/InterActiveCorp was used for just 4.3% of all web searches in the UK in January, according to comScore Networks.

Data sourced from Wall Street Journal Online; additional content by WARC staff