Real People
A UK awareness campaign to highlight the powerful new functionality of the Bing search engine
Background: Bing is a brand that holds little traction in the UK. It was written off by users when it launched due to poor functionality and now has a poor reputation.
Strategy: In order to highlight the new global Intelligent Search platform we worked with real people in the UK to find authentic real world usage in unusual scenarios.
In the above 30' - film concept artist Brooke Dibble looks to nature for design inspiration. Bing’s image search tool lets her search within images for specific natural shapes and textures, while multi-perspective answers give her the means to explore different options.
In addition to advertising, we also refreshed the brand platform, dialling up colour and humanity into a new global set of owned media and design guidelines for marketing.
Owned Media Channels:
Guidelines:
