DR. BING AT SUNDANCE by Creative Artists Agency for Bing

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DR. BING AT SUNDANCE

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Industry Search Engines
Media Promo & PR, Case study
Market United States
Agency Creative Artists Agency
Creative Director Jesse Coulter, Ben James
Released January 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: MICROSOFT
Product/Service: BING SEARCH ENGINE
Agency: CREATIVE ARTISTS AGENCY
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: CREATIVE ARTISTS AGENCY, Los Angeles, USA
Client: Sean Carver (Microsoft)
Client: Eric Hadley (Microsoft)
Client: Yusuf Mehdi (Microsoft)
Chief Creative Officer: Jae Goodman (Creative Artists Agency)
Creative Director: Jesse Coulter (Creative Artists Agency)
Creative Director: Ben James (Creative Artists Agency)
Content Manager: Jay Brooker (Creative Artists Agency)
Client: Danielle Tiedt (Microsoft)
Media placement: Full Length Feature - Sundance Film Festival - 25 January 2009

Results and Effectiveness
Bing was part of the filmmaking community at Sundance – a film producer – not just another sponsor. Awareness of bing among Sundance attendees was over 90%. Influencers – our key target – embraced bing. No talent fees were paid to any filmmakers, actors, etc., yet they came to 20+ bing bar events in just seven days, and spoke on-camera about both their projects, and bing’s Sundance premiere. These in-person events and on-camera interviews generated millions of impressions on Wonderwall, MSN, and in print, television, and digital media. Bing continued to gain market share against its much bigger rival, Google.

Creative Execution
The Idea: 'Para Fuera, A Portrait of Dr. Richard Bing'. Taking our inspiration from a letter Microsoft received just after the launch of bing, we sent an award-winning filmmaker to capture the incredible life story of Dr. Richard Bing. Whew: The documentary short was accepted to the Sundance Film Festival. It was one of only 71 documentary shorts, accepted from over 6,000 entries. And then: The film was also chosen by the jury to be one of only ten films featured online in the Sundance YouTube Screening Room. And so we maximised: Only after the film was accepted on its creative merits, did bing announce that they were behind the film, and committed to a full-blown presence at The Sundance Film Festival including a physical space – The Bing Bar – which was programmed with high-calibre events, celebrities and parties throughout the festival.

Insights, Strategy & the Idea
The challenge: No one is waiting for a new search engine, let alone from Microsoft. The Objective: Influence creative professionals – influencers of popular culture – by giving Microsoft the one thing it lacks the most: creative credibility. The Strategy: Create high-calibre content that forces creative influencers to reconsider Microsoft, and therefore consider trying bing, Microsoft’s new search engine. The Insight: What if Microsoft bing was part of one of the world’s best film festivals not as a sponsor (Microsoft bing’s expected role), but as the producer of a festival-worthy film? Now all we needed was to make a Sundance-worthy film. Easier said than done.