Bing – official search engine of the dark side
It would seem that with Halloween approaching, Bing is the vampire’s search engine of choice.
And if you look carefully, you’ll spot a Sydney link to this US-based Bing ad.
Meanwhile, the Australian ads for Bing below are a few weeks old now, but they’ve just gone up on the Bing YouTube channel, which is a good excuse to give them an airing.
The challenge, of course, is that Bing needs to position itself as an alternative to Google, although much of the basic service is the same.
Bing was launched five months ago, but at the time NineMSN boss Joe Pollard said that the main marketing push would follow later, particularly as other services rolled out.
Bing is Microsoft’s baby. In Australia, NineMSN is a joint venture between PBL and Microsoft, meaning Bing can get airtime on Nine and space in ACP magazines.
The approach from the agency – Moon – has been to focus on showcasing aspects of the service that differ from Google – particularly in video and image search. Although different from the brand-led approach taken by Bing in the US, it’s not a bad strategy.
The Aussie ads include one focused on finding good things:
Another focuses on the ability to see previews while searching video:
Another promotes Bing’s offering up of other search terms that might be related:
Another highlights the infinite scroll of Bing’s image search:
Another showcases the results preview function when the user hovers over a search option:
As I mentioned, the ads’ concentration on directly showcasing attributes of the service are in contrast to ads in the US, which have been far more brand focused:
Tim Burrowes
What’s with the vampire zeitgeist? Its even bigger than the zombie zeitgeist that peaked 3 years ago. Should we brace ourselves for the popularity of werewolves, metaphorically encouraging teen chastity and ironically marketing tofu?
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I’m not sure I’d write off the zombie zeitgeist just yet, Turn Off.
I reckon there’ll be at least one zombie flashmob marketing stunt to mark Halloween. I’m thinking Federation Square & Martin Place.
In fact, I reckon the biggest risk is that more than one happens and we end up with somer sort of war of the rival branded zombie factions.
Cheers,
Tim – Mumbrella
I was thinking of vampires generally in pop culture, but the zombie flashmob does have a fantastically bent logic. Certainly has more resonance than Tru Blood energy drinks and Twilight glittery dildos, though the latter might contribute to teen chastity…
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at the end when she says “let’s eat” she’s looking left, but by then he is at her right in the last shot.
Was she looking in the mirror?
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little bit of an aussie tie-in the US Bing ad — the background of the search page is a shot of the Sydney CBD, and also the winning photo from the Bing Facebook Photo Contest a few months back, by the massively talented (and a former colleague), Jeremy Somers (itsartdammit.com).
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Hey, have a crack at vampires, zombies and fake furless twilight werewolves, some of us aren’t the cliche. 😉
Wolfie!
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