Bing Promo, Case study THE ART OF TECHNOLOGY by J. Walter Thompson London

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Industry Website
Media Promo & PR, Case study
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Hugh Todd, Adam Scholes
Released January 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: MICROSOFT
Product/Service: BING
Date of First Appearance: Jan 13 2011
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Hugh Todd (JWT)
Creative Director: Adam Scholes (JWT)
Copywriter/Art Director: Craig Hunt (JWT)
Copywriter/Art Director: James Humphreys (JWT)
Planner: Colm Murphy (JWT)
Agency Producer: Dean Baker (JWT)
Media placement: Demos - Online - 13/01/2011
Media placement: Webisodes - Online - 13/01/2011
Media placement: PR Messaging - Online - 13/01/2011
Media placement: Facebook - Online - 13/01/2011

Insights, Strategy & the Idea
The immediate objective of this campaign was to drive awareness of the latest Bing features. We were all keen, however, to use it as an opportunity to get people talking about Bing and trying it out. We demanded a campaign that would raise awareness, create conversation and drive usage of Bing.
Our target audience of 18-30 year old ‘connected socialisers’ are ‘Googler’s’ by trade. They do not see the differences between Bing and Google as significant enough for them to try it.
As a result, we needed a campaign that speaks our audience’s language. A way of communicating Bing’s product news in a more emotionally resonant way. A campaign that our audience would opt into and spend their time with. Particularly with youthful audiences; it’s less about advertisers ‘advertising,’ it’s more about advertisers entertaining and earning their relevance.

Creative Execution
We devised Brian Badonde’s The Art of Technology show. Not only would Brian make Bing utterly memorable with his constant use of the letter ‘B’ but his humour would appeal to our target audience of 18-34 year olds.

-Teaser content was seeded with bloggers, fans and journalists
-Webisodes were released exclusively on MSN and sit on a custom made MSN Video hub
-We released an Art of Technology channel on Youtube and other video platforms
-This was all accompanied by media interviews, photos and quotes from Brian to generate buzz on Twitter
-Across social media we had a Brian Badonde facebook profile with the Art of Technology campaign and seeded it throughout Facebook, Twitter and blogs

Results and Effectiveness
People are commenting, enjoying and sharing the content. We’re currently approaching 800,000 views across platforms after just 9 weeks.

But it’s all about ROI. We flipped the spend model via branded content, spending just 100k on media. By forgoing an awareness campaign on TV, we decreased the wastage and strengthened our audience’s relationship with Bing. People choose to spend 5 minutes with the brand every episode.

Ultimately, awareness and usage of Bing is significantly up since the campaign broke.