BRAND:Conservative Party
REGION:UK
DATE:Mar 2009 - Dec 2008
The UK opposition party, The Conservatives, wanted put the pressure on the governing Labour Party. The Tories were particularly keen on putting the pressure on him for his economic policy, which contributed to the fact that the country was in a state of recession and that banks have had to be bailed out by the Government.
REGION:UK
DATE:Mar 2009 - Dec 2008
The UK opposition party, The Conservatives, wanted put the pressure on the governing Labour Party. The Tories were particularly keen on putting the pressure on him for his economic policy, which contributed to the fact that the country was in a state of recession and that banks have had to be bailed out by the Government.
The Tories launched a search marketing campaign that aimed to mock the Prime Minister for his economic track record.
The strategy was to buy the paid search key words “Gordon Brown”, so that any time anyone on Google entered the name, the first sponsored link that appeared along side it was a link to www.sorryfromgordon.com.
The site said it wanted an apology and claimed 
that: “Gordon Brown bottled out of saying sorry in his speech to Congress yesterday so write an apology for him and send it to your friends.” Users on the site could write a fake letter of apology from Gordon Brown from a selection of drop down menus featuring humorous options. Users could finish the sentence “Today, I feel duty bound to say sorry...” with one of the following options: “I genuinely believe that I have let you down”; “Britain is on the brink of bankruptcy and it is my fault”, or “Peter Mandelson told me to”. 
that: “Gordon Brown bottled out of saying sorry in his speech to Congress yesterday so write an apology for him and send it to your friends.” Users on the site could write a fake letter of apology from Gordon Brown from a selection of drop down menus featuring humorous options. Users could finish the sentence “Today, I feel duty bound to say sorry...” with one of the following options: “I genuinely believe that I have let you down”; “Britain is on the brink of bankruptcy and it is my fault”, or “Peter Mandelson told me to”. 
The site also gives the option to send the apology to up to five friends, giving it a viral element.
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