Bing urges Gen Y to spend more time doing, aims for double-digit share

Microsoft’s search engine Bing has launched a new campaign targeting Gen Y.

The campaign centres around a series of mini documentaries and TVCs created by young filmmakers to demonstrate Bing’s new brand proposition, ‘Bing is for doing’.

As part of the campaign, BMF enlisted Gen Y researchers to source stories of achievement by young people and then young film makers to film the content.

The campaign also uses a media first, the IAB Rising Star award-winning ad unit the Slider, which Bing is partnering with NineMSN to implement.

Alex Parsons, MD of Bing Australia, told Mumbrella: “In the US, Bing has 30% share. In Australia, we have single digit share. We want this campaign to remind Australians that there is an alternative search engine, and help us to gain double-digit query share.”

The campaign’s four TVCs are airing nationally on Channel 9, Go! and Gem with a print component, branded YouTube channel and an Xbox destination site. They are also housed on the website

The young film makers got a taste of agency life in the production process, working with BMF’s content division and reporting directly to the agency’s ECD, Shane Bradnick.

Parsons added in a statement: “We’ve spent the past two years localising and refining the Bing product for Australia, and it’s now ready for prime time. With the launch of this campaign, Bing is creating a brand identity in this market, because Australians deserve more than one search engine.”

“Bing has renamed Gen Y; ‘Gen do’. They think differently about life and what they can achieve. They’re inquisitive, curious, open minded and lead a lifestyle which is about being different. We’ve found people from across Australia who are doing cool things, whether it be for the good of others or following their own passion and ambitions, and documented their stories.”


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