The Challenge
The average UK consumer sets a 'default' search engine due to familiarity with a brand rather than conscious preference. Our first goal was to remind consumers that they have a choice; to question whether their search engine actually was giving them the results they needed. The seed of doubt planted, our aim was to then encourage them to explore Bing, Microsoft's new and evolving search experience. The ultimate challenge was to get users to search Bing on a daily basis, increasing Microsoft's share of the search market.

The Solution
We created an online media and CRM campaign that will be implemented over a period of several months as the Bing search experience is gradually enhanced. Online banners targeted specifically at the 'tech' audience illustrate particular functionalities of Bing. These drive users to the hub of the Bing campaign: a 'discover Bing' microsite that demonstrates its new and innovative features. A series of emails and e-newsletters drive current Windows Live users to the microsite and inform users of new feature launches in the near future.

The Result
As the campaign has recently launched, we have no results available yet. However, building on the extremely favourable press reviews that Bing has received in the US and UK, we expect our campaign to increase Microsoft's share of the UK search market over the coming months.