CASE STUDY: Bing Breaks - Award winning Innovation

Provided by UM
10 clients, 9 creative agencies, 4 competitor media agencies, 7 planners/buyers & 1 innovative TV station!
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What was the Challenge / Background of the Campaign?

Bing is a search engine that finds and organizes the answers you need so you can make faster, more informed decisions. Created by Microsoft, positioned as a competitor search to the likes of Google and Yahoo, Bing required an innovative campaign which would help them to challenge the dominance of these leading brands. A challenge which UM, in collaboration with 10 clients, 9 creative agencies, 4 competitor media agencies, 7 planners/buyers & 1 innovative TV station relished.

What was the Campaign Objective?

Bing is a more intuitive 'decision engine' which challenges traditional search behaviour. We had to challenge traditional media behavior.

What was the Solution?

Two innovative ad breaks were created, running as a search query (as live) prior to every advertisement during a Channel 4 ad break, with the following ad then answering the preceding search query. For example, prior to insurance brand Confused.com's ad, Bing searched for "cheap car insurance". Bing created an intelligent link between one advertiser on TV and another - displaying the search engine's unique credentials, and changing people's default search behavior. The breaks appeared in Come Dine With Me and Heston's Feast in April.

What were the Results?

Bing searches were up 20% over the period, and awareness increased by 17%. Bing drew level with Yahoo, its closest search engine competitor and, most importantly, Google's share of search dropped to its lowest point of 2010. Finally, the search giant had found a worthy challenger!

What were the Key Learnings of this Campaign?

10 clients, 9 creative agencies, 4 competitor media agencies, 7 planners/buyers & 1 innovative TV station!
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsSearch engine users
All adultsBoth
ABC1
C2
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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