| Date post: | 06-Dec-2014 |
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© Mike Berry Associates 2010
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”
Bling
<<Jay Z, Puff Daddy, Paris Hilton>>
© Mike Berry Associates 2011
© Mike Berry Associates 2010
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)
© Mike Berry Associates 2011
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
© Mike Berry Associates 2011
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
© Mike Berry Associates 2011
THE CHALLENGE – Dave Harris, Wunderman
© Mike Berry Associates 2011
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
© Mike Berry Associates 2011
© Mike Berry Associates 2010
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
© Mike Berry Associates 2011
A QUIZ: “BLING IT” Finding answers involved searching on Bing
THE SOLUTION
© Mike Berry Associates 2011
- 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
© Mike Berry Associates 2011
THE SOLUTION PRIZES
Swarovski-crystallized netbooks and phones (= Bing Bling!)
© Mike Berry Associates 2011
CASE FILM
© Mike Berry Associates 2011
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%
© Mike Berry Associates 2011
© Mike Berry Associates 2010
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
© Mike Berry Associates 2011
RESULTS
Campaign generated 693 product trials
Based on a budget of £60,000, this totalled £86.50 per trial
© Mike Berry Associates 2011
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
© Mike Berry Associates 2011
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)
© Mike Berry Associates 2011
