STRATEGIC OBJECTIVE

When you are trying enter a category with a seemingly impenetrable category leader you need to find the small chink in the armor and exploit it. 

CREATIVE SOLUTION

Leveraging the insight that Google is a never ending and inefficient “overload” of links, we created an arresting and creative campaign that brought this forward.  Coupled with branding Bing as a “decision” engine got to the core benefit.  Consumers don’t want to search, they want to “do.

Bing is now the #2 search engine in the world. .