Redmond, Washington — In a novel twist of events, software monopolist Microsoft over the weekend said it is ditching its Bing “decision engine” and launching an ad campaign with a new tagline called: “Bing is for Doing,” featuring a big-budget winter sports during the NFC championship game this Sunday.
The campaign, initiated from Publicis Groupe’s Razorfish, will present winter-sports athletes. The first situation utilized by Bing searches to reveal the story of Kevin Pearce, an American snowboarder who suffered a traumatic brain injury that quashed his Olympic hopes, yet overcame the accident and eventually resumed snowboarding.
With the rebranding now enforced, Bing now hopes that people will stop from Googling. Further, Microsoft took to Bing’s Twitter account to announce the next ad campaign for their search engine:
Image courtesy: (WebProNews)
As described in a blog post, Microsoft has enrolled several winter sports athletes doing amazing things in order to inspire you to use Bing. Pearce, now an enterprising sports broadcaster, speaks about how he persevered despite the accident. “I made it,” he says. “I’m here. I’m chillin’.”
The ads are set to premiere this weekend during X Games coverage on FOX during the NFL NFC Championship Game between the New York Giants and San Francisco 49ers. The new ad puts great emphasis on verbs: doing, winning, falling, healing, living, and, well, snowboarding.
“We believe now is the appropriate time to mature from decisions to doing,” Sean Carver, director for advertising at Bing, informed The New York Times. Hence, Bing will now be the search engine for doing things while striving for the 18-34 crowd of doers.
Lisa Gurry, director of Bing, mentioned that the new tagline is an “evolution” of the old campaign. “Out of the gate, decision engine empowered us differentiate from our competitors and peak interest from consumers,” she says. “We heard loud and clear that people love Bing because it helps them do interesting things.” Razorfish, a digital shop Microsoft used to own, created the campaign.
Bing has been utilizing the “Bing and Decide” slogan since its introduction in 2009. Some of the credit for the marketing modification is due to the positive reaction Bing’s Krochet Kids commercials received–two of which were named by AceMetrix as among the 10 most effective Web TV commercials of 2011.
The Bing Team goes on to explain how why Bing is the search engine of choice for walkers, not talkers. “Bing has conventionally highlighted the decisions people make and now, with this new campaign, Bing will illustrate how decisions enable people to go beyond searching to doing.” And then:
Because Bing is for people who do; for people like you who are always doing more and don’t have time to sit still. So whether you’re on your PC or on your phone, Bing has features designed not just to connect you to the information you are looking for, but also to help you get things done right on Bing.com. From making dinner reservations to sharing a link with one of your Facebook friends, it can all happen within Bing. With Bing, you simply get results you can trust that will get you quickly from searching to doing. Bing is for doing.
The change comes as last month, Bing finally overtook Yahoo with a modest gains in its share of search market to become the second ranked search engine in the U.S.–though Bing is providing the organic results you see on Yahoo.