Reply To:
Name - Reply Comment
Last Updated : 2023-12-09 13:51:00
Sat, 09 Dec 2023 Today's Paper
The campaign to promote Bing, the so-called "decision engine" that Microsoft is backing with $2bn, begins with a series of TV ads this week.
"This is a big moment – we are taking out our slingshots and taking on Goliath," said the managing director and vice-president of consumer and online at Microsoft UK, Ashley Highfield, adding that he believed Bing met a real desire from both consumers and advertisers.
The three-month campaign, which includes three TV ads created by the agency JWT, starts on Wednesday and uses the strapline "Bing and decide".
The ads aim to show that Bing simplifies the "information overload" that accompanies the results of many searches.
"People feel overawed by the internet and what they turn up when they are searching," said Highfield. "We are also in a world where people have forgotten there is an alternative search engine."
Microsoft will certainly have its work cut out winning over consumers – it currently holds about a 3% share of the search market while Google controls about 90%.
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.
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.
Highfield said that a key aim of the campaign was to contrast the "visually rich" Bing with the relatively austere-looking Google.
"It is a battle not just of mind but of heart as well," he said. "We are wanting to make an emotional connection – we are ploughing a different furrow here."
Source : guardian.co.uk
Add comment
Comments will be edited (grammar, spelling and slang) and authorized at the discretion of Daily Mirror online. The website also has the right not to publish selected comments.
Reply To:
Name - Reply Comment
At least one hundred thousand electricity consumers in Sri Lanka have been le
The Online Safety Bill gazetted on September 18 and tabled in Parliament by P
A cartoon of a politician removing the eyes off the common man caught the att
Eleven deaths within 36 hours. That is the alarming rate at which Sri Lanka
6 hours ago
09 Dec 2023
08 Dec 2023
08 Dec 2023