Bing and Good Things Happen.
bing.com.au
Sydney, Australia, Monday 17 August 2009: Ninemsn officially launched its above-the-line local marketing campaign for new search engine
Bing yesterday. The campaign aims to increase
Bing 's market share and audience in Australia by increasing brand awareness and educating Australians about
Bing 's unique features.
The cross-platform campaign utilises the strength of PBL Media starting with television commercials on Channel Nine and Go!, followed by advertisements online across the ninemsn network and in print within ACP magazines in the coming months.
The creative concept, titled ‘
Bing and Good Things Happen’ was developed by Moon Communications Group and creates an emotional connection with one of
Bing ’s most unique and popular features, the daily homepage image. The television commercial presents a series of emotive images with references to personal discoveries that occur every day, representing how positive things can arise from searching.
Joe Pollard, CEO, ninemsn, commented: "Establishing
Bing as an alternative search engine in the Australian marketplace is an exciting challenge for ninemsn. One of the best ways to meet this challenge is through building the
Bing brand and encouraging trial through education of its outstanding product attributes. The changing daily homepage image on
Bing is innovative and inspirational and something that is instantly recognisable. We knew therefore that it was important for our campaign to draw attention to this distinguishing feature.
"We felt it was imperative to communicate differentiating features including the ability for people to find what they’re searching for more quickly, easily and with better organised results through
Bing. Articulating this without sounding too technical or impersonal was challenging, however we’re delighted that our campaign is one that people can easily relate to on a personal level."
Phase one of the twelve month campaign commenced on Sunday 16th August. Phase two will commence in February and include six different 15 second advertisements focussing on product features including: Infinite Scroll, Hover Preview, Instant Answers, Hot Spots, Related Search and Video Preview.
bing.com.au
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