Bing bling it
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  • 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. Bling<<Jay Z, Puff Daddy, Paris Hilton>> © Mike Berry Associates 2011
  • 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. 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. 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. 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. THE CHALLENGE – Dave Harris, Wunderman © Mike Berry Associates 2011
  • 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. 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. IN THEIR OWN WORDSOK BUT WHY A „PUG DOG‟?VIDEO:Dave HarrisExecutive Creative Director,Wunderman © Mike Berry Associates 2011
  • 11. THE SOLUTIONA 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
  • 13. THE SOLUTIONPRIZESSwarovski-crystallized netbooks and phones (= Bing Bling!) © Mike Berry Associates 2011
  • 14. CASE FILM © Mike Berry Associates 2011
  • 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. 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. RESULTS8 weeks of fierce competition between 30 media groups © Mike Berry Associates 2011
  • 18. RESULTSCampaign generated 693 product trialsBased on a budget of £60,000, this totalled £86.50 per trial © 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