Ask Jeeves Finds Itself A No Nonsense Niche
Online search engine Ask Jeeves has launched a cross media advertising blitz, positioning itself as a no nonsense solution to questions that would otherwise require users to sift through large amounts of information.
Scenarios depicted in the campaign include finding Saturn in a night sky full of stars and identifying a chameleon camouflaged by foliage. The campaign will feature on posters at rail and underground stations as well as on ambient media through coffee cup sleeves and via online advertising. A two-week radio campaign will accompany the outdoor activity, launching on 3rd May.
Commenting on the latest push to assert itself over rivals such as Google and Yahoo, Aylin Savkan, vice president of marketing and product at Ask Jeeves UK, said: “Sometimes you just need facts. When searching on Ask.co.uk users get to the information they need quickly and intuitively.”
Savkan added: “The goal of this integrated campaign is to demonstrate how Ask.co.uk cuts through the clutter and finds relevant information quickly and easily.”
The campaign has been created by TBWA\LONDON. The company’s managing director, Jonathan Mildenhall, said: “Ask Jeeves gave us a great challenge to develop disruptive advertising that would clearly differentiate the service from that of the competition. The find engine idea emphasises the fact that by searching on Ask.co.uk, users get straight to where they want to be with relevant results, delivered fast.”
The ad campaign follows a decision made earlier this month by Ask Jeeves, the UK’s third largest search engine, to remove all banner advertising from its website in an attempt to improve user loyalty and satisfaction (see Ask Jeeves Ditches Banners From UK Website). The service currently reached around 1 in 4 of the country’s web users, answering around 47 million searches a month.
Ask Jeeves: 020 7400 2222 www.askjeeves.co.uk
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