THE BRAND –BINGWinner of NMA Digital Effectiveness Awards 2011, Best B2B campaign- Web search engine from Microsoft- In Go...
Bling<<Jay Z, Puff Daddy, Paris Hilton>>                    © Mike Berry Associates 2011
THE BRAND –BINGSHOW OF HANDS PLEASE:Who has used Bing?Who is using Bing regularly?What would make you change to Bing?     ...
THE BRIEFMicrosoft wanted to raise awareness of Bing within large  digital media agencies and show its true potential as a...
THE BRIEFMarket is dominated massively by Google;   Bing was even not „on the radar‟ of agency media planners;Although Bin...
OBJECTIVESTo entertain the audience while highlighting the  commercial benefits of Bing, including…  - Demonstrating its d...
THE CHALLENGE – Dave Harris, Wunderman               © Mike Berry Associates 2011
THE SOLUTIONDirect emails got media people involved;UK media agency staff were encouraged to register atwww.SearchBingWinB...
CREATIVE SOLUTIONSo the starting point was to highlight key features of theBing search experience in a fun and engaging wa...
IN THEIR OWN WORDSOK BUT WHY A „PUG DOG‟?VIDEO:Dave HarrisExecutive Creative Director,Wunderman                     © Mike...
THE SOLUTIONA QUIZ: “BLING IT”Finding answers involved searching on Bing                     © Mike Berry Associates 2011
THE SOLUTION- The campaign site was the hub for people to see the  progress of the competition   - A league table/ leaderb...
THE SOLUTIONPRIZESSwarovski-crystallized netbooks and phones (= Bing Bling!)                      © Mike Berry Associates ...
CASE FILM            © Mike Berry Associates 2011
RESULTSThe campaign received 49% click-through rate from the  initial email (target was 35%)39% of these signed upResponse...
RESULTS3 times more people registered via referrals than by email   invitationsEach participant visited the site 10 times ...
RESULTS8 weeks of fierce competition between 30 media groups                    © Mike Berry Associates 2011
RESULTSCampaign generated 693 product trialsBased 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 fo...
KEY LEARNINGS-   Be relevant to and respect your target audience-   Attitude, humour, Brits love funny animals in advertis...
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Bing bling it

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Bing bling it

  1. 1. THE BRAND –BINGWinner 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
  2. 2. Bling<<Jay Z, Puff Daddy, Paris Hilton>> © Mike Berry Associates 2011
  3. 3. THE BRAND –BINGSHOW OF HANDS PLEASE:Who has used Bing?Who is using Bing regularly?What would make you change to Bing? © Mike Berry Associates 2010
  4. 4. THE BRIEFMicrosoft 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. 5. THE BRIEFMarket 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. 6. OBJECTIVESTo 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
  7. 7. THE CHALLENGE – Dave Harris, Wunderman © Mike Berry Associates 2011
  8. 8. THE SOLUTIONDirect emails got media people involved;UK media agency staff were encouraged to register atwww.SearchBingWinBling.co.uk and answer weeklyquestions 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. 9. CREATIVE SOLUTIONSo the starting point was to highlight key features of theBing search experience in a fun and engaging wayMicrosoft created a “funny animal”character: a pug dog namedPeachesBrits love funny animals inAdvertising(?!) © Mike Berry Associates 2010
  10. 10. IN THEIR OWN WORDSOK BUT WHY A „PUG DOG‟?VIDEO:Dave HarrisExecutive Creative Director,Wunderman © Mike Berry Associates 2011
  11. 11. THE SOLUTIONA QUIZ: “BLING IT”Finding answers involved searching on Bing © Mike Berry Associates 2011
  12. 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
  13. 13. THE SOLUTIONPRIZESSwarovski-crystallized netbooks and phones (= Bing Bling!) © Mike Berry Associates 2011
  14. 14. CASE FILM © Mike Berry Associates 2011
  15. 15. RESULTSThe campaign received 49% click-through rate from the initial email (target was 35%)39% of these signed upResponse rates to weekly email questions ranged from 45% to 95% © Mike Berry Associates 2011
  16. 16. RESULTS3 times more people registered via referrals than by email invitationsEach participant visited the site 10 times and referred an average of 5 peopleOverall, 50% were more likely to recommend Bing to their clients © Mike Berry Associates 2010
  17. 17. RESULTS8 weeks of fierce competition between 30 media groups © Mike Berry Associates 2011
  18. 18. RESULTSCampaign generated 693 product trialsBased on a budget of £60,000, this totalled £86.50 per trial © Mike Berry Associates 2011
  19. 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. 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

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