Press release
Ad drive invites the UK to ‘Bing and Decide'
London, 8 March 2010 - Microsoft today launches a multi million pound advertising drive in the UK as part of its ongoing investment in search and commitment to drive query share on Bing. The three month campaign, which begins today, will include a mix of TV, rich media and online slots.
The first of three TV ads will run this week 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.
Ashley Highfield, MD & VP Consumer & Online Microsoft UK says, "We're committed to investing in search at a local level to deliver value for our advertisers. 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. 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 the lack of innovation in search engines for over a decade. Consumer behaviour and engagement has changed little due to this innovation gap and as a result Bing offers 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 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. Ultimately, Bing helps consumers refine their intent and provides advertisers with better, more qualified traffic.
The advertising creative has been developed by JWT and media buying managed by UM.
