Microsoft has broken its launch campaign for Bing. Conceptualised by JWT, the campaign aims to position Bing not just as a search engine but as a 'results engine', a solution for overload of digital information.
Watch the TVC here:
'Manifesto', the very first commercial of four, portrays the confusion that a user tends to experience as a result of the sheer clutter involved with online search. The entire TVC is a montage of quick cuts and multiple scenes, and features the situations where the wrong search results come up for a query. Finally, the VO says that online confusion is now over, with the launch of Bing.com
The media mix for the campaign also includes online web banners.