Ask Jeeves Rolls Out New Integrated Ad Campaign
Ask Jeeves has launched a major integrated broadcast, print, outdoor and internet advertising campaign to strengthen its position against rival online search engines.
The campaign builds on the existing ‘Should’ve asked Jeeves’ strapline in an attempt to position the site as the first search engine of choice for internet users seeking information on travel, entertainment, shopping and finance.
The initiative, devised by TBWA/London with media placement by Media Planning Group, is aimed at a consumer audience on the way home from the workplace, which is considered more likely to surf online once back indoors.
The creative focuses on avoiding a bad internet experience caused by a particular choice or decision made as a consequence of using a rival search engine. Scenarios depicted include searching for the best theatre tickets, hassle-free shopping abd finding a holiday.
The campaign begins this week with two separate television executions concentrating on travel and retail on a combination of different channels. The radio push runs for three weeks with a range of spots ridiculing unscrupulous mortgage, clothing and holiday providers.
Meanwhile, posters at rail and underground stations will be accompanied by a series of ads in the Evening Standard to form the focus of the wider outdoor and print campaign. There will also be a major online segment from Profero to support the main campaign.
Commenting on the initiative, Aylin Savkan, vice president of marketing and strategy at Ask Jeeves UK, said: “The goal of this integrated campaign is to capitalise on user habits and catch people on their way or at home, to help them further realise the benefits of Ask.co.uk.”
Jonathan Mildenhall, joint managing director of TBWA\London, added: “TBWA creative purposefully set out to develop a range of scenarios around the Should’ve asked Jeeves theme to further pre-existing brand awareness, and ensure that users continue to return to Ask.co.uk time after time”.
Earlier this year Ask Jeeves added two new products to its advertising portfolio in an attempt to give media planners and buyers greater control over ad targeting (see Ask Jeeves Extends Online Ad Portfolio).
Jeeves: 020 7400 2222 www.ask.co.uk
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