Ask Jeeves The Find Engine

1
Ask Jeeves The Find Engine

• Presented by Chris Baylis
• Campaign by Jon Biggs
• Chris Baylis
• Matt Powell

2
Creative recap

• Find Saturn

3
Creative recap

• Find the Leopard

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Campaign reason for being

• Ask Jeeves needed to mature with the online
  audience
• Jeeves started life as a natural question and
  answer search engine its now an intuitive
  search engine
• However, the brand had failed to keep pace with
  the innovation of the site
• Now Ask.co.uk wanted to be seen as cooler,
  smarter and easier to use

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The Big Idea

• With the help of TBWA, Ask Jeeves repositioned
  itself as the Find Engine
• Searching was negative - Finding was positive
• Jeeves himself was removed from the advertising
• But the Jeeves brand was maintained
• clever, smart, relevant and trusted

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Campaign Objectives

• Drive second choice users to ask.co.uk
• Deliver an integrated campaign
• online executions should be in keeping with the
  offline strategy
• Achieve maximum possible reach
• (Profero also planned and the bought media)
• Position Jeeves as the smarter way to search

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The Online Solution

• Explore the Find Engine concept from every angle
• thanks to TBWA
• Dramatise the proposition. How?
• Through interactivity
• Realistic photography, making the claims more
  real
• Youre not just told how well Jeeves finds - you
  get to try it in the ad!

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The Online Solution

• High impact formats were used to increase brand
  awareness
• Sky Scrapers, MPUs, Overlayz
• Innovative technology and techniques supported
  the innovation of the Jeeves brand

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The Creative

• Find a seat

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The Creative

• Find the moth

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The Creative

• Find the chameleon

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The Creative

• Landing page

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Creative development

• Find the fish

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Does creativity work?

• The proof is in the pudding
• Cost per search target was beaten by 87
• ROI For every 1 spent, 1.76 was generated

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• Thank you