Social Media and Marketing

Microsoft has created its first UK TV advertising campaign to promote Bing. The campaign will run for three months and will include three TV ads.

Published: 11 Mar 2010

Microsoft has created its first UK TV advertising campaign to promote Bing. The campaign will run for three months and will include three TV ads.

The company shared that the ad campaign “brings to life the concept of Bing as a decision engine, a tool that both cuts through the information overload and offers a new search experience.”

The ads aim to show that Bing simplifies the “information overload” that accompanies the results of many searches. The ads feature ordinary people asking for information and receiving nonsensical, “speaking-in-tongues” answers; one early spot has a woman seeking directions to Euston station.

Using the tagline `Bing and Decide’, the campaign positions Bing as the search engine which delivers the more accurate, effective and streamlined search results.

Ashley Highfield, MD & VP consumer & online at Microsoft UK, said: “We’re confident that this will help grow our user base, offering advertisers an alternative search solution.”

“This is a big moment – we are taking out our slingshots and taking on Goliath,” reportedly said Highfield, adding that he believed Bing met a real desire from both consumers and advertisers.

“People feel overawed by the Internet and what they turn up when they are searching,” Highfield told The Guardian. “We are also in a world where people have forgotten there is an alternative search engine.”