FAST FORWARD by J. Walter Thompson New York for Bing

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FAST FORWARD

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Industry Search Engines
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Kash Sree. Walt Connelly
Creative Director Jeremy Postaer
Art Director Scott Bassen
Copywriter Larry Silberfein
Producer Michael Glennon
Editor Ryan Mckenna
Released June 2009

Credits & Description

Category: Best Use of Television
Advertiser: MICROSOFT
Product/Service: BING SEARCH ENGINE
Agency: JWT
Date of First Appearance: Jun 11 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Walt Connelly (JWT New York)
Creative Director: Jeremy Postaer (JWT New York)
Art Director: Scott Bassen (JWT New York)
Copywriter: Larry Silberfein (JWT New York)
Executive Producer: Sam Walsh (JWT New York)
Producer: Michael Glennon (JWT New York)
Production Company: (Digital Kitchen)
Post Production: Danielle Amaral (Digital Kitchen)
Editor: Ryan McKenna (Digital Kitchen)
Group Business Director: Beth Waxman-Arteta (JWT New York)
Business Director: Diane Epstein (JWT New York)
Account Manager: Karima Rasul (JWT New York)
Account Manager: Jeff Barrett (JWT New York)
Account Manager: Kristin Lohwassser (JWT New York)
Media placement: TV Spot - Comedy Central - 11/06/2009

Results and Effectiveness
For Bing to be successful over the long-term, it was critical that all of our launch efforts be as successful as possible to create a solid foundation for the future. This execution helped do exactly that. In a survey of daily show viewers, awareness for the brand increased by 10% while identification of Bing as a decision engine climbed a staggering 94%. Bing used traditional media in a unique way to leave a lasting impressing on viewers that helped set up Bing as something different from other search engines.

Creative Execution
We divided the launch strategy into two distinct parts – work that was intended to disrupt and introduce, and work that was intended to demonstrate Bing and encourage trial. We wanted to hand-hold people in our attempt to change their search habits. In light of the level of affinity to one’s search habit, we had to think carefully about the most creative way to present the Search Overload Syndrome and its antidote. We had to be disarming. We took a unique approach to Bing’s decision engine promise; get you to what you want fast, by cutting through all the clutter and giving viewers less advertising and more time with their favourite show.

Insights, Strategy & the Idea
How do you get people to question an existing brand choice that is well liked and part of their daily lives? This was the challenge that was facing the marketing communications team with the launch of Microsoft's reconfigured search engine, Bing. Our messaging strategy started to take shape around validating this latent dissatisfaction in order to disrupt the category. The opportunity existed to associate conventional search with being overloaded with information, with being a fire hose of tangentially relevant results. The nation's Search Overload Syndrome was diagnosed. Our channel planning strategy started with the same behavioural model for breaking habits. We wanted to come at people from all sides – a “Search Intervention.” We knew we needed innovative and unique uses of media that worked in tandem with our launch campaign if we were going to successfully change how people thought about search.