Microsoft’s search engine, Bing, is bravely taking on the challenge of battling its biggest rival.
The multimillion-pound campaign, ‘Bing and Decide’, portrays Microsoft’s search engine as a ‘decision engine’ in juxtaposition to the information overload a Google search inflicts on its users, the Guardian reports.
Ashely Highfield, managing director and vice-president of consumer and online at Microsoft UK, made a reference to David and Goliath as he described Microsoft “taking out their slingshots” and preparing for battle.
The mythological reference is certainly not an overstatement – Microsoft’s current hold of the search market is about 3% against Google’s 90%.
Highfield said: “We are 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 campaign has been created by the marketing communications agency JWT and is due to run until mid-June. It will be backed up by a digital campaign using Microsoft’s networks as well as social media.
Sources: The Guardian
Tags: Bing, google, search engines
Posted in News Roundup