Microsoft has launched a three month TV ad campaign for its new search engine Bing, in an attempt to gain ground on Google in the UK. Starting this week, the campaign will attempt to increase Bing’s market share from the three per cent it currently holds. The adverts, which are part of a £2billion marketing […]
Microsoft has launched a three month TV ad campaign for its new search engine Bing, in an attempt to gain ground on Google in the UK. Starting this week, the campaign will attempt to increase Bing’s market share from the three per cent it currently holds.
The adverts, which are part of a £2billion marketing campaign, feature the slogan ‘Bing and decide’ – which appears to be a sly dig at rivals Google.Using the tagline ‘Bing and Decide’, the campaign features people suffering from “information overload”, and, as such, positions Bing as the search engine which delivers the more accurate, effective and streamlined search results. The ads will run for 3 months, and will be complemented by an online campaign.
10/03/2010
Ashley Highfield, Managing Director of Microsoft UK, said: “This is a big moment – we are taking out our slingshots and taking on Goliath.
“People feel overawed by the internet and what they turn up when they are searching. We are also in a world where people have forgotten there is an alternative search engine.”
“It is a battle not just of mind but of heart as well. We are wanting to make an emotional connection – we are ploughing a different furrow here.”
The adverts are just the first step in Microsoft’s campaign to challenge Google’s role as search engine king, and who currently have a 90% market share. The ads aim to show users that Bing’s search results are presented simply and clearly.
Bing has already run an advertising campaign in the US.
View the new UK ad here:
