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February 07, 2010 22:07 ET

kgb's 542542 Text Answer Service Runs 30-Second Commercial During Super Bowl XLIV

"Sumo" Ad Highlights kgb as a Better Way to Get Answers, Not Links

NEW YORK, NY--(Marketwire - February 7, 2010) - kgb, creator of America's most successful text answer service, 542542 (kgbkgb), ran its first-ever Super Bowl commercial during the third quarter of the Big Game. The humorous ad demonstrates how kgb's 542542 text answer service is a better way to find fast, accurate answers on your mobile phone than surfing through thousands of browser links whenever you have a question.

In the spot, Mike and Paul, two scrawny, overmatched challengers to Sumo wrestling champ Byambajav Ulambayar, can avoid a head-to-head challenge by quickly answering the question: "What's 'I Surrender' in Japanese?" Mike texts kgb at 542542 for the translation, while Paul frantically searches the Web for the correct phrase. Using kgb, Mike gets the correct answer, "Akirameru," and after uttering the phrase is spared a pummeling. Paul, on the other hand, isn't so lucky: His search of the Web only returns a long list of links, rather than the specific answer he needs so desperately. Out of time, he just randomly picks one of the many links, which, unfortunately, is the translation for, "Bring it on fat man" in Japanese. This infuriates the champ and results in Mike being squashed by the mammoth Sumo wrestler.

"kgb's 542542 text answer service is a better way to get a quick, precise answer whenever you need it," said kgb CEO of Mobile and Digital, Bruce Stewart. "All our new creative aims to let consumers know that getting a fast, precise answer from one of our kgb agents is a much better experience on your mobile phone than sorting through pages and pages of links that a search engine will return."

In addition, kgb aired two commercials during pre-game coverage. The first, "Parachutes," features actors William and Stephen Baldwin in serious need of an answer about how two people can use one chute. The second pre-game spot, Clown features two moms, both of whom need to book a clown for their kids' birthday parties. The mom who uses kgb gets a quick answer and books a great clown. The mom who relies on a random search engine link is shocked by the results. kgb also submitted an ad to CBS for Super Bowl called "In the Hole" that was rejected by the network because it depicted golfing husbands who, without kgb to provide them with valid information for a discussion on global warming, were left in positions that revealed their inability to correctly answer questions on their own.

kgb's Super Bowl spot was created by ad agency The Brooklyn Brothers in New York City and produced by House of Usher Films in Santa Monica, California.


About kgb's 542542 (kgbkgb)

kgb 542542 is kgb's flagship premium text answer service that enables consumers to send any question via text message to 542542 (kgbkgb), where a specially-trained kgb "Special Agent" is waiting to provide a quick, accurate answer. Users receive real-time responses to questions any time, day or night, from any cell phone, for a cost of 99 cents per answer.

About kgb

kgb is a privately held, New York-based company and the world's largest independent provider of directory assistance and enhanced information services. During its fifteen year history, kgb has built some of the most successful and recognizable retail brands in the telecommunications and enhanced information services sector. kgb's European retail brands include The Number 118 118 in the United Kingdom and Le Numero 118 218 in France, both of which have the largest market share in their respective markets. kgb is also the largest and fastest-growing independent wholesale directory assistance service provider in the U.S. kgb has pioneered the provision of a broad range of wholesale and retail information services beyond traditional directory assistance services, including call completion, movie listings, train schedules, price comparisons and "Ask Us Anything" service across multiple platforms, including mobile and landline phones, SMS and the Internet. In 2009 kgb launched its flagship text answer service, 542542 (kgbkgb) following the success of kgb's similar "Ask Us Anything" premium text answer service in the United Kingdom. Last year kgb served more than a hundred million consumers globally and answered nearly a billion questions.

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