Bing to begin TV advertising push

Microsoft is to launch its first UK television advertising campaign for its search engine Bing, five months after it took the search engine out of beta mode.

The campaign to promote Bing will begin with a series of TV ads this week, created by JWT. It will be the first time Bing has used TV in the UK as part of its agressive push to steal share from Google.

The campaign will run for three-months and will include three TV ads created by the agency JWT. The ads will break on Wednesday and use the strapline “Bing and decide”. Media planning and buying is by Universal McCann.

The ads aim to show that Bing simplifies the “information overload” that accompanies the results of many searches.

The ads will be similar to the Windows 7 ads, featuring ordinary people asking for information and receiving nonsensical, “speaking-in-tongues” answers; one early spot has a woman seeking directions to Euston station.

The TV campaign will run solidly for a month and then in two-week bursts until mid-June. It will be backed by a digital campaign across Microsoft’s network and on media including social networking websites.

Microsoft gave its Bing search engine a full UK launch in November as it looks to usurp Yahoo! as the main search rival to Google.

It aims to position itself as a challenger brand and has been running TV ads in the US for some time now.

Microsoft wants Bing to offer more organised search results through features such as categorised search, more relevant localised results and a “richer” aesthetic look including images on the home page and facts, quotes and information relevant to the UK. It is due to merge with Yahoo! next year.

Ashley Highfield, MD & VP consumer & online at Microsoft UK, says: “We’re committed to investing in search at a local level to deliver value for our advertisers. 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. We’re confident that this will help grow our user base, offering advertisers an alternative search solution.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here