Bing bling it

transcript

THE BRAND –BING Winner of NMA Digital Effectiveness Awards 2011, Best B2B campaign - Web search engine from Microsoft

- In Google-dominated market (!)

- Positioned as “decision engine”

<<Jay Z, Puff Daddy, Paris Hilton>>

THE BRAND –BING

SHOW OF HANDS PLEASE:

Who has used Bing?

Who is using Bing regularly?

What would make you change to Bing?

THE BRIEF

Microsoft wanted to raise awareness of Bing within large digital media agencies and show its true potential as an advertising platform (PPC)

THE BRIEF

Market is dominated massively by Google; Bing was even not „on the radar‟ of agency media planners;

Although Bing has several features that are „superior‟ to Google

OBJECTIVES

To entertain the audience while highlighting the commercial benefits of Bing, including… - Demonstrating its differentiating features

- Stimulating the personal use of Bing among agency media professionals

- Showcasing the use of MS Silverlight technology

THE CHALLENGE – Dave Harris, Wunderman

THE SOLUTION Direct emails got media people involved;

UK media agency staff were encouraged to register at www.SearchBingWinBling.co.uk and answer weekly questions over 2 months, for the chance to win some superb „Bling‟

- Over 7,400 employees from over 100 agencies were targeted

CREATIVE SOLUTION So the starting point was to highlight key features of the Bing search experience in a fun and engaging way

Microsoft created a “funny animal” character: a pug dog named Peaches

Brits love funny animals in

Advertising(?!)

IN THEIR OWN WORDS

OK BUT WHY A „PUG DOG‟?

VIDEO:

Dave Harris

Executive Creative Director,

Wunderman

A QUIZ: “BLING IT” Finding answers involved searching on Bing

THE SOLUTION

- The campaign site was the hub for people to see the progress of the competition - A league table/ leaderboard for agencies and individuals

- Microsoft Advertising‟s Twitter page placed clues on how to earn more Bling It points - For example setting your browser default to Bing(!?)

THE SOLUTION

THE SOLUTION PRIZES

Swarovski-crystallized netbooks and phones (= Bing Bling!)

CASE FILM

RESULTS

The campaign received 49% click-through rate from the initial email (target was 35%)

39% of these signed up Response rates to weekly email questions ranged from

45% to 95%

RESULTS

3 times more people registered via referrals than by email invitations

Each participant visited the site 10 times and referred an average of 5 people

Overall, 50% were more likely to recommend Bing to their clients

RESULTS 8 weeks of fierce competition between 30 media groups

RESULTS

Campaign generated 693 product trials

Based on a budget of £60,000, this totalled £86.50 per trial

OPINION

“This competition was not only a great way to explore some less obvious features of Bing and their implications for agencies, but was also great fun!”

Stacy Oakley, Online Account Director at atom42

KEY LEARNINGS

- Be relevant to and respect your target audience

- Attitude, humour, Brits love funny animals in advertising

- Competition, gamification

- Educational element. Media agency people could use Bing knowledge in their day-to-day job (=real benefit in B2B)

Bing bling it

Technology