The online creative as been developed by and uses elements from the offline advertising. It depicts things that are hard to find, such as a chameleon that blends into the background and Saturn in the night sky.
Each creative gives users the chance to find the chameleon or the planet before Ask Jeeves provides the result. The creative executions can be viewed . The aim is to target people who use as their second-choice search engine, encouraging them to make it the first port of call when they are searching for information online.
It uses banners, skyscrapers and Overlayz, and will appear on sites including The Guardian, GMTV, Handbag, The Sun and iVillage.
Aylin Savkan, vice-president of marketing and product at Ask Jeeves UK, said: "Profero's work integrates well with the overall offline strategy helping to maximise the impact of the campaign, while introducing the dynamic and interactive elements that are unique to digital advertising. The executions are rich and engaging."
The creative was art directed by Jon Biggs and written by Chris Baylis.
Baylis said: "This campaign shows what online advertising is capable of and really brings this idea to life."
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