Bing DM DECODE JAY-Z WITH BING by Droga5 New York

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DECODE JAY-Z WITH BING

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Industry Software & Multimedia Productions, SaaS, Search Engines
Media Direct marketing
Market United States
Agency Droga5 New York
Creative Director Neil Heymann
Art Director Jon Kubik
Copywriter Adam Noel, Spencer Lavellee
Designer Jon Donaghy
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: BING/JAY-Z
Product/Service: INTERNET SEARCH ENGINE
Agency: DROGA5
Date of First Appearance: Oct 18 2010
Entrant Company: DROGA5, New York, USA
Creative Chairman: David Droga (Droga5)
Creative Director: Neil Heymann (Droga5)
Copywriter: Adam Noel/Spencer Lavellee (Droga5)
Art Director: Jon Kubik (Droga5)
Designer: Jon Donaghy (Droga5)
Director of Photography: Paul McGeiver (Droga5)
Senior Digital Designer: Piper Darley (Droga5)
Junior Digital Designer: Elias Holtz (Droga5)
Head of Integrated Production: Sally-Ann Dale (Droga5)
Senior Digital Producer: Andrew Allen (Droga5)
Digital Producer: Toph Brown (Droga5)
Executive OOH Producer: Cliff Lewis (Droga5)
OOH Producer: Mea Cole Tefka (Droga5)
Head of Print Services: Rob Lugo (Droga5)
Studio Artist: Chris Thomas (Droga5)
Director of Digital Strategy: Hashem Bajwa (Droga5)
CEO: Andrew Essex (Droga5)
Group Account Director: Shawn Mackoff (Droga5)
Account Manager: Megan Collins (Droga5)
User Experience Designer: Consuelo Ruybal (Droga5)
Director of Polygons: Colin Lord (Droga5)
Location Scout/Photographer: Dan Welch (Droga5)
General Counsel: Scott Waldbaum (Droga5)
Videographer: Sam Kilbreth (Droga5)
Videographer/Editor: Nick Divers (Droga5)
Production Assistant: TJ Ryan (Droga5)
OOH Coordinator: Yael Bloom (Droga5)
Photographers: Xiao Li Tan/Fernando Sanchez (Droga5)
Assistant Account Manager: Louisa Cronan (Droga5)
Head of Digital Operations: Mike Janensch (Droga5)
Community Manager: Shalaina Ramos (Droga5)
Director of Business Affairs: Dianne Richter (Droga5)
Business Affairs Assistant: Kristin Bilella (Droga5)
Broadcast Intern: Bill Berg (Droga5)
Location Services: Mick Breitenstein (Droga5)
Proofreader: Cara Muzik (Droga5)
PR Company: Sunshine, Sachs & Associates (Sunshine, Sachs & Associates)
General Manager of Marketing: Eric Hadley (Bing)
Senior Marketing Manager: Ryan Cameron (Bing)
Media placement: ONLINE - WEBSITE - 18 OCTOBER 2010
Media placement: BILLBOARDS - NEW YORK, LA, MIAMI, LAS VEGAS, UK, NEW ORLEANS - 18 OCTOBER 2010
Media placement: BUS SHELTER - NYC, LA, MIAMI, NJ, CHICAGO - 18 OCTOBER 2010
Media placement: WILD POSTING - MIAMI, NYC,LA - 18 OCTOBER 2010

Describe the brief/objective of the direct campaign.
Microsoft’s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase “Intent to Use” Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing’s core users were middle aged women in the Midwest and the branded wanted to make real inroads with the coastal youth population.

We used the launch of Jay-Z’s autobiography “Decoded” as a relevant moment to create a deeper experience with it through Bing technology. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We started by putting every single page of Jay-Z’s autobiography into media spaces around the world. Locations were relevant to each individual page's content. Fans around the world could actually walk Jay-Z's path, experiencing his story right where it happened. The campaign used everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked items became precious collector’s items.

Bing Search and Maps, allowed fans to discover each and every page, making these collectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-z before it hit stores.

Explain why the creative execution was relevant to the product or service.
The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything.

The target audience is wary of marketing messaging and needed to use Bing technology to change any perception of it or increase overall usage.

Our campaign worked across media channels in a new way and put the technology at the heart of the marketing.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
-The average online player engagement was over 11 minutes per visit
-Jay-Z’s facebook fans grew by one million during the campaign launch.
-Decoded went straight to the New York Times Best Seller list at #2 its first week
-Bing.com saw an 11.7% increase in visits the month of the campaign with no other media in market
-Bing.com entered the top ten most visited sites in the US
-Bing earned 1.1 billion global media impressions
-Bing’s “intent to use” scores were higher than any other Bing marketing initiative ever according to ComScore
-Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen BuzzMetrics