BING CREATIVE AREAS FOR DEVELOPMENTPREPARED BY BMB

APRIL 9TH 2014

BACKGROUND & CHALLENGE

THE 2015 CHALLENGE• LAST YEARS SUCCESSFUL ‘BING IT ON’ CAMPAIGN WAS BASED ON

THE PROPOSITION ‘YOU’LL BE SURPRISED TO FIND THE BING IS BETTER THAN GOOGLE’ ALONGSIDE A DOORSTEP CHALLENGE TYPE CREATIVE EXECUTION

• NOW, BING WANT TO FURTHER THIS CAMPAIGN AND GIVE THEMSELVES A STRONG POINT OF DIFFERENCE VERSUS OTHER SEARCH ENGINES (AND ECOSYSTEMS)

• WHAT STANDS US APART ABOVE THE COMPETITION? (GOOGLE)

BING• BING HAS BECOME SOMEWHAT OF A SEARCH ECOSYSTEM• WHILE OUR CORE PRODUCT IS BING.CO.UK ACCESSED THROUGH A

BROWSER, WE MUST ALSO TAKE INTO ACCOUNT:– BING SEARCH APP (DOWNLOADABLE ON MOBILES)– BING SEARCH FUNCTIONS ON WINDOWS MACHINE (NOT OVERTLY BRANDED BING)– BING TRAVEL, MAPS, HEALTH & FITNESS, WEATHER ARE ALL APPS ON WINDOWS

PRODUCTS (AND SOME OTHER DEVICES)

THEMES ACROSS ALL• THE ALTERNATIVE SEARCH ENGINE: OUR MAIN COMPETITOR IS GOOGLE.

ALL ROUTES WILL BE CONTENDING WITH AN OPPORTUNE ASPECT OF GOOGLE

• ENTERTAINMENT: SEARCH IS NOT PURELY A SERVICE ANYMORE, OUR AUDIENCE IS MORE AND MORE LOOKING FOR ENTERTAINMENT FROM ALL ONLINE ASPECTS, THERE WILL BE AN ELEMENT OF THIS ACROSS ALL ROUTES. WE ARE NOT A BORING BRAND

CREATIVE REQUIREMENTS FOR RESEARCH GROUPS

• CAMPAIGN LINES• VIDEOS TO LIVE ONLINE THAT EXPRESS IDEA • OTHER ONLINE ACTIVATIONS – ADVERTISING, TAKEOVERS, CLEVER TRICKS• POTENTIAL PR STRATEGY/MESSAGING

AREAS FOR CREATIVE DEVELOPMENT

THE (MOST) HELPFUL SEARCH ENGINE

THE AREA (THE WHAT): BING’S MAIN AIM IS TO HELP ITS AUDIENCE SEARCH AS SMOOTHLY, SUCCESSFULLY AND ENJOYABLY AS POSSIBLE. BING LOOKS OUT FOR ITS AUDIENCE, IT UNDERSTANDS THAT IT’S CORE ROLE IS TO HELP MAKE PEOPLE’S LIVES A BIT EASIER. BING IS INTUITIVE AND UNDERSTANDING, IT’S PRODUCTS LEARN AS THEY OPERATE TO MAKE THE SERVICE EVEN BETTER FOR THE AUDIENCE. BING IS INNOVATIVE AND ALWAYS FORWARD THINKING AS TO WHAT IT CAN DO TO HELP PEOPLE SEARCH HOW THEY WANT TO SEARCH, TO PROVIDE THE ACCURATE RESULTS THEY WANT AND TO BE AS SIMPLE & UNCOMPLICATED AS POSSIBLE.

RTBS (THE WHY): BING LEARNS YOUR PREFERENCES AND BEHAVIOURS TO BE MORE USEFUL TO YOU. BING SEARCHES THE DEVICE TO GET THE MOST USEFUL INFORMATION BEFORE ONLY GOING ONLINE IF IT NEEDS THE ANSWER. ALL THE PIECES OF THE BING FAMILY WORK WELL TOGETHER TO MAKE AN INCREDIBLY HELPFUL SEARCH ECO SYSTEM.

CREATIVE EXPRESSION (THE HOW): THIS IS A FRIENDLY ROUTE. BEING HELPFUL MEANS BEING EMPATHETIC, SMART AND REASONABLE. THE TONE OF VOICE IS VIBRANT, EXCITED AND FRIENDLY. IT IS ENTHUSIASTIC BUT SINCERE AND KNOWLEDGEABLE. THIS ROUTE HAS A SENSE OF ‘WHY WOULDN’T YOUR SEARCH ENGINE BE AS HELPFUL AS POSSIBLE?’ TO IT.

THE MODERN/DYNAMIC SEARCH ENGINE

THE AREA (THE WHAT): BING IS SETTING A NEW STANDARD IN SEARCH ENGINES. IT IS LEADING THE WAY IN HOW GOOD SEARCH ENGINES CAN BE. OUR AUDIENCE HAS BEEN GOOGLING FOR YEARS AND THAT WHITE SCREEN HASN’T CHANGED ONE BIT. BUT LIFE HAS, AND HOW WE SEARCH ONLINE HAS. BING IS CONSTANTLY MOVING, LEARNING AND DEVELOPING TO BECOME THE MOST DYNAMIC & INTUITIVE SEARCH ENGINE OUT THERE. AS THE AUDIENCE BECOMES SAVVIER ABOUT ONLINE SEARCH, BING DEVELOPS TOO, IN LINE WITH THEIR NEEDS AND IDEAS ABOUT WHAT TECHNOLOGY BRANDS CAN AND SHOULD OFFER THEM.

RTBS (THE WHY): INNOVATIVE TECHNOLOGY, CORTANA, CROSS FUNCTIONING APPS, DAILY HOMEPAGE CHANGES, HOTSPOTS

CREATIVE EXPRESSION (THE HOW): THIS IS A VIBRANT ROUTE WITH INNOVATION AT ITS CORE. IT’S CONFIDENT AND BRAVE BUT NOT AGGRESSIVE AND BULLISH. THE TONE OF VOICE IS GOOD HUMOURED, ENERGETIC & KNOWLEDGEABLE, ACTIVE NOT BORING.

THE COLOURFUL SEARCH ENGINE

THE AREA (THE WHAT): SEARCH ENGINES ARE BORING, BUT THEY DON’T HAVE TO BE. WOULD YOU RATHER HANG A WHITE SHEET OF PAPER ON YOUR WALL OR A MASTERPIECE? SEARCH ENGINES ARE THE GATEWAY TO A WORLD IS COLOURFUL AND INSPIRING, AND WE BELIEVE IN REFLECTING THAT. GOOGLE’S WHITEWASH IS ONE OF THEIR MOST FAMILIAR BRAND ASSETS, YET IT DOESN’T ADD MUCH TO THE USER’S EXPERIENCE. THE HYGEINE FACTORS OUR AUDIENCE EXPECTS FROM SEARCH ENGINES ARE VERY FUNCTIONAL ELEMENTS. ADDING A LAYER OF BEAUTIFUL IMAGERY AND COLOUR STANDS BING APART.

RTBS (THE WHY): THE HOMEPAGE CHANGES EVERYDAY, FOCUS ON IMAGERY AND CONTENT. ALL APPS ARE BEAUTIFULLY DESIGNED, FOCUSED ON THE VISUAL. EASE OF USE AND EXPLORATION THROUGH IMAGERY IN THESE APPS.

CREATIVE EXPRESSION (THE HOW): VIBRANT, SLEEK, FRESH AND UNIQUE. NOT LIKE HOW WE ARE USED TO SEEING A SEARCH ENGINE BEHAVE. IT’S QUESTIONING WHAT WE HAVE BECOME USED TO. IT’S REFRESHING, COOL AND STYLISH. THE TONE OF VOICE IS KNOWING, INTRIGUING AND SLIGHTLY IRREVERENT.

THE PREFERRED ROUTE POST RESEARCH

HELPFUL

MODERNCOLOUR

CREATIVE BRIEF

• GET… TECH TRENDSETTERS• TO… SEE BING AS THE MOST HELPFUL SEARCH ENGINE• BY… SHOWING ICONIC, USEFUL, UNIQUE BITS OF MODERN TECHNOLOGY IN

A COLOURFUL AND ATTENTION GRABBING WAY• SO THAT… USERS ARE SHAKEN OUT OF THEIR GOOGLE INTERTIA AND ARE

COMPELLED TO TRY BING

CREATIVE BRIEF

BING HAS THE USER AT ITS CORE.THROUGH CONTINUED INNOVATION AND SUPPORT FROM MICROSOFT,

IT IS CONSTANTLY DEVELOPING TO MAKE YOUR SEARCH EASIER, MORE INTERESTING AND ULTIMATELY MORE HELPFUL

• TONE: FRIENDLY, CONFIDENT (NOT ARROGANT), HUMBLE, INTRIGUING & WELCOMING

• RTBS: UNIQUE TO BING, CLEARLY DESCRIBED, UNTHREATENING, GENUINELY USEFUL