26 January 2010 | Author: D. Warburton Search Copywriter

Ask Jeeves launches new advertising campaign

Search engine Ask Jeeves is launching a new TV advertising campaign in the UK, highlighting its rebranded focus as a questions and answers website.

Brand Republic reports that these advertisements will be 10 seconds long and placed between DIY, health and beauty, celebrity and cooking programmes on multiple networks including terrestrial channels ITV, Channel 4 and Five.

After Ask.co.uk temporarily ditched its butler mascot in 2006, a YouGov poll revealed that the search engine's brand identity was 83 per cent stronger with the Jeeves character, leading to its reintroduction last April.

The latest report by comScore revealed that Ask.com is still the world's fourth most popular search engine after industry leaders Google, Yahoo! and Bing, with 3.7 per cent of the US market share. In order to set itself apart as a viable alternative, the Ask Jeeves rebranding included highlighting the site's ability to provide answers to more specific questions rather than producing a broad range of unrelated search results.

Ask Jeeves marketing director Sarah Barlett explained: "Our long-term strategy is to make Ask Jeeves synonymous with questions and answers."

This strategy extends to social networking sites such as Facebook and Twitter, where fans can view the day's most popular search questions. A new application also allows users to swap Jeeves' iconic two-piece suit for more than 100,000 alternative outfits as part of the company's strategy to engage with users.

The Jeeves mascot only appears on the UK version of the search engine, but can be accessed internationally. Ask.com managing director Cesar Mascaraque said: "Our users have emphatically told us that they find Jeeves enhances their search experience - adding character to what can otherwise be a very functional experience. They see Jeeves as approachable and trustworthy and, above all, helpful."