Category: Internet Film
Advertiser: MICROSOFT
Product/Service: BING
Agency: JWT LONDON
Production Company: HAT TRICK PRODUCTIONS, London, UNITED KINGDOM
Date of First Appearance: Jan 13 2011
Executive Creative Director: Russell Ramsey
Creative Director: Hugh Todd And Adam Scholes
Copywriter: Craig Hunt And James Humphreys
Art Director: Craig Hunt And James Humphreys
Agency Producer: Dean Baker
Account Supervisor: Hamish Goulding/Nic Manser
Producer: Dean Baker
Director: Ed Tracy
Planner: Colm Murphy
English Description
The immediate objective of this campaign was to drive awareness of the latest Bing features. We were all keen, however, to use it as an opportunity to get people talking about Bing and trying it out. We demanded a campaign that would raise awareness, create conversation and drive usage of Bing.
Our target audience of 18-34 year old ‘connected socialisers’ are ‘Googler’s’ by trade. They do not see the differences between Bing and Google as significant enough for them to try it. In this battle, Bing is David and Google is Goliath.
As a result, we needed a campaign that speaks our audience’s language. A way of communicating Bing’s product news in a more emotionally resonant way. A campaign that our audience would opt into and spend their time with. Particularly with youthful audiences; it’s less about advertisers ‘advertising,’ it’s more about advertisers entertaining and earning their relevance.