BING by J. Walter Thompson New York for Bing

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BING

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Industry Search Engines
Media Promo & PR
Market United States
Agency J. Walter Thompson New York
Director Bryan Buckley
Executive Creative Director Kash Sree. Walt Connelly
Creative Director Jeremy Postaer
Art Director Scott Bassen, John Cornette, Andrea Schneider
Copywriter David Ekholm, Larry Silberfein, Brock Kirby
Producer Michael Glennon, Kristen Barnard
Editor Chris Franklin @ Big Sky Editorial
Released June 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: MICROSOFT
Product/Service: SEARCH ENGINE
Agency: JWT
Date of First Appearance: Jun 6 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: John Cornette (JWT New York)
Art Director: Andrea Schneider (JWT New York)
Art Director: Scott Bassen (JWT New York)
Copywriter: David Ekholm (JWT New York)
Copywriter: Brock Kirby (JWT New York)
Copywriter: Larry Silberfein (JWT New York)
Producer: Kristen Barnard (JWT New York)
Producer: Michael Glennon (JWT New York)
Executive Producer: Sam Walsh (JWT New York)
Director: Bryan Buckley (Hungry Man)
Editor: Chris Franklin (Big Sky Editorial)
Production Company: (Hungry Man)
Production Copmany: (Digital Kitchen)
Group Business Director: Beth Waxman-Arteta (JWT New York)
Business Director: Diane Epstein (JWT New York)
Account Managers: Karima Rasul/ Jeff Barrett/ Kristen Lohwasser (JWT New York)
Media placement: TV Campaign-5 Spots - Networks And Cable - 3 June 2009
Media placement: OOH - Digital Billboards - 28 May 2009
Media placement: Branded Integration - Comedy Central/Viacom - 11 June 2009

Describe the objective of the promotion.
How do you get people to question an existing brand choice that is as habitual as brushing their teeth, that is universally viewed as satisfactory, and that is free to use? This, in a nutshell, was the challenge that we faced with the launch of Microsoft’s search engine Bing. Our Bing activation campaign was intended to disrupt the category and dislodge Google loyalty by revealing a latent dissatisfaction with search- that of being overloaded with information. We then sought to introduce Bing as the antidote to the Search Overload Syndrome, positioning it as a “decision engine.”

Describe how the promotion developed from concept to implementation
To disrupt the market and introduce Bing we took a humorous approach, poking fun at the effect search has had on us all. The creative idea involves people responding irrelevantly and uncontrollably to “keywords” they hear, demonstrating the search overload problem. Network partnerships helped further raise awareness of Bing, positioning it as a cure to search overload. Bing was promoted as the official Decision Engine of people like Anthony Bordain and Jimmy Fallon, while we pulled off the stunt of giving John Stewart fans two extra minutes of the The Daily Show by fast forwarding through a commercial break.

Describe the success of the promotion with both client and consumer including some quantifiable results
The client established high standards against which our success would be gauged, setting ambitious targets in unaided awareness, perception and market share. Barely a month after launch we had already surpassed the lofty goals for unaided awareness, achieving 50% by December, while hitting 80% campaign recognition after five months. Two months in we had beaten perception goals with 41% of people thinking Bing is “the new generation of search.” Meanwhile, three months post launch we were exceeding monthly targets for driving search sessions, and increasing margins, with market share as of December standing at 10.3%

Explain why the method of promotion was most relevant to the product or service
We realised that for Bing to be a success over the long-term, it was critical that our launch be as successful as possible so as to create a solid foundation for the future. As well as establishing a problem with search, we recognised that we needed to aggressively build awareness of Bing and the way in which it represented a solution to the problem of search overload syndrome. Coupled with heavy TV activity, network partnerships were a particularly effective way to introduce the Bing name into the consumer vernacular, and to demonstrate its function as a “Decision Engine.”