Microsoft launches its multi million pound advertising drive for Bing in the UK with TV kicking off tonight (March 10, 2010).
The three-month drive is part of its ongoing investment in search and commitment to drive query share on Bing - to the cost of Google - and will include a mix of TV, rich media and online slots.
The first of three TV ads will air across ITV, Channel 4, Five and their portfolio of TV services as well as Sky Media and IDS digital channels including Bravo, Dave, GOLD, Living TV and Good Food.
Using the tagline ‘Bing and Decide’ the ads aim to inform the public of Bing’s role in helping searchers make more informed decisions, and contrasts other search products with the simple, integrated and instantaneous answers that Bing produces. Each ad features someone suffering from ‘information overload’, with Bing offered as the cure.
This major TV campaign will be supported online using Microsoft’s own network, which includes MSN and Windows Live, as well as across social networks, partner sites and online news providers.
“The ad campaign brings to life the concept of Bing as a decision engine, a tool that both cuts through the information overload and offers a new search experience,” said MD & VP Consumer & Online Microsoft UK, Ashley Highfield.
“We’re confident that this will help grow our user base, offering advertisers an alternative search solution.”
Bing’s goal is to create a better user experience by challenging what it describes as “the lack of innovation in search engines for over a decade.”
It aims to offer British searchers a search experience built specifically with them in mind, one more responsive to how they search online by giving them clear and precise results.
The company believes deeper engagement with consumers provides greater opportunities for advertisers as it reduces wasted clicks and is able to provide relevant ads to the right searchers.
The advertising creative has been developed by JWT and media buying managed by UM.
See the ad below.
 |
Read more inspirational content from
JWT |
 |
 |
Your comments |
Be the first to comment on this article