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Bing bling it
- 1. 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”
© Mike Berry Associates 2010
- 3. THE BRAND –BING
SHOW OF HANDS PLEASE:
Who has used Bing?
Who is using Bing regularly?
What would make you change to Bing?
© Mike Berry Associates 2010
- 4. 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
- 5. 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
- 6. 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
- 8. 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
- 9. 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(?!) © Mike Berry Associates 2010
- 10. IN THEIR OWN WORDS
OK BUT WHY A „PUG DOG‟?
VIDEO:
Dave Harris
Executive Creative Director,
Wunderman
© Mike Berry Associates 2011
- 11. THE SOLUTION
A QUIZ: “BLING IT”
Finding answers involved searching on Bing
© Mike Berry Associates 2011
- 12. 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(!?)
© Mike Berry Associates 2011
- 15. 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
- 16. 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
© Mike Berry Associates 2010
- 17. RESULTS
8 weeks of fierce competition between 30 media groups
© Mike Berry Associates 2011
- 19. 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
- 20. 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
