Are you being served? Jeeves is back!

Tue 21 April 2009 09:20, Bas van den Beld

Are you being served? Jeeves is back!

He left us in February 2006, but now he's back, and he's back in 3D! Search engine Ask brought the back for their UK-search engine.

Bringing back the character is clearly a marketing strategy push to get the attention worldwide. When asked by Searchengineland what more we could be expecting Ask answered "you will want to wait and see.”

The butler has been brought back after a poll in which Ask found that Jeeves had more brandawareness (83%) than Ask.comn itself.

“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,” Mascaraque told Searchengineland.

According to Searchengineland Ask UK's marketing efforts will be devided in two phases:
1. Initial messaging that Jeeves is back and with a lot more answers
2. Later, a much more targeted approach to buying ads that are contextually relevant to what the user is doing. For example, if someone’s watching a home improvement TV show, the ad that shows might have a question related to home improvement


And what about Jeeves himself? He's happy with his return:
"I popped out three years ago to travel the world in a quest for knowledge and I've returned to Blighty armed with answers. During my sojourn research showed the public wanted me back, which I found jolly touching."

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