BING EGOS by Creature for Bing

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BING EGOS

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Industry Search Engines, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Art Director Patrick Horn
Designer David Kaul
Producer Kelly Page
Released September 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: BING
Product/Service: SEARCH ENGINE
Agency: CREATURE
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: CREATURE, Seattle, USA
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Art Director: Patrick Horn (Creature)
Writer: Yutaka Tsujino (Creature)
Writer: Peter Trueblood (Creature)
Designer: David Kaul (Creature)
Senior Account Director: Steve Hawley (Creature)
Project Manager: Sarah Faulkner (Creature)
Project Manager: Sam Orr (Creature)
Producer: Kelly Page (Freelance Producer)
Media placement: Website - Website - 20 August 2009
Media placement: Direct Mail – Kits/Posters/tickets/Ping Pong Tables - Mail - 1 September 2009
Media placement: Iphone App - Iphone - 22 August 2009
Media placement: Live Event/Tournament - Live Event - New York - 24 September 2009
Media placement: Live Webcast - Online - 24 September 2009
Media placement: Posters/Signage - Mail, SPiN Ping Pong Club - 1 September 2009
Media placement: Trophy - Live Event - 24 September 2009

Describe the objective of the promotion.
The Ego awards was an effort to get people inside the advertising industry excited about Microsoft’s new search engine: Bing. So, raising awareness for the alternative to Google among creative trendsetters and media buyers and sellers was the main goal of this promotional campaign.

Describe how the promotion developed from concept to implementation
Bing already had an advertising campaign in place. So, they came to us wanting an event that would truly capture the attention of the advertising and media industries. It wasn’t supposed to be consumer facing at all. So, we decided to make the unofficial pastime of advertising, Ping Pong, the focal point of the event. Then, we made it a “communication industry” award show. So even if your agency hadn’t won an award based on creative or strategic merit, your agency or company could still win perhaps the most prestigious award, based solely on Ping-Pong skill.

Describe the success of the promotion with both client and consumer including some quantifiable results
The event was a huge success, gathering over 500 people from 160 different advertising and media agencies worldwide. The iphone training app was downloaded over 19,00 times. People spent an average of 3:02 on the website talking trash and learning Ping-Pong trickery. 75% of people polled said they have a better opinion of Bing since they sponsored the Egos and according to one attendee: “That was the ill sh**! comedy, cheerleaders, beer and ping pong was way classier than anything I have ever seen.”

Explain why the method of promotion was most relevant to the product or service
Ping-Pong is the unofficial sport of advertising. Most agencies have a table in their office, and it’s a sport that people love. So, it made sense to bring agencies together around advertising’s pastime and, perhaps more important than the Ping-Pong aspect of this event is the fact that it pitted agencies against others agencies for an award. Advertising award shows are certainly nothing new, but people in the industry always love winning them. We approached this promotion as the only way people can win an award based on skill, since all other advertising award shows are subjective (no offense).