CASE STUDY: Jeeves returns ... So does his target audience

Provided by Thinkbox
Ask Jeeves wanted to regain lost users and drive growth by providing a unique and differentiated service
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What was the Challenge / Background of the Campaign?

At the beginning of 2009 Ask.com faced a significant business challenge. Despite extensive improvements to their search engine technology, Google continued to dominate the search landscape.However they had a trump card up their sleeves - a butler named Jeeves. Retired in 2006, Ask.com decided to bring him back into action as less experienced internet users preferred a human touch to faceless search engines and wanted answers to questions rather than simply lists of information. Find out more...

What was the Campaign Objective?

Re-establish Jeeves in crowded search engine sector and regain lapsed users
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women 35+
All adultsBoth
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND STATURE
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