Askjeeves rebrands with major marketing blitz

by Media Week, Media Week 28-Feb-06

Askjeeves.com has this week changed its name to Ask.com and launched a new look search engine that has been "demonetised" to make it more user friendly.

The engine will now have a maximum of three sponsored search links in a
shaded area at the top of the results.

Ask.com claims that it now has the fewest ads of any major search
destination on the first screen of results.

The rebranding will be supported by a Europe-wide marketing push

involving a TV campaign with 30-second and 10-second spots, national
press work , outdoor advertising on London Underground and online.

The campaign will also have a focus on the London area, as Ask.com is
seeking to target heavy online users, particularly males.

Rachel Johnson, vice-president of marketing of Ask.com Europe, said: "We
believe that we have developed a campaign which champions
curiosity."

The TV campaign features a "normal guy" who always gets what he wants
with the tagline "ask.com and get".

As well as the decreased advertising, there is a new look homepage with
a toolbox on the right hand side with shortcuts to popular searches such
as maps, images, weather and dictionary.

Other new features include search answers, which displays direct answers
at the top of the results, a binoculars preview tool which allows
searchers to preview websites and MyStuff where users can save and
organise personal search results.