Нестандартная реклама "Decode Jay-Z with Bing", бренд: bing, агентство: Droga5
Название: Decode Jay-Z with Bing
Агентство: Droga5
Рекламодатель: Microsoft
Бренд: bing
Страна: США
Сектор бизнеса: Информационные технологии
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| David Droga | Droga5 | Creative Chairman |
| Neil Heymann | Droga5 | Creative Director |
| Adam Noel/Spencer Lavellee | Droga5 | Copywriter |
| Jon Kubik | Droga5 | Art Director |
| Jon Donaghy | Droga5 | Designer |
| Piper Derley/Elias Holtz | Droga5 | Digital Designer |
| Andrew Allen | Droga5 | Senior Digital Producer |
| Paul Mcgeiver | Droga5 | Director of Photography |
| Toph Brown | Droga5 | Digital Producer |
| Cliff Lewis/Mea Cole-Tefka | Droga5 | OOH Producer |
| Rob Lugo | Droga5 | Head of Print Services |
| Chris Thomas | Droga5 | Studio Artist |
| Hashem Bajwa | Droga5 | Director of Digital Strategy |
| Duncan Marshall/Ted Royer/Nik Studzinski/Kevin Brady | Droga5 | Creative Director |
| Colin Lord | Droga5 | Director of Polygons |
| Sam Kilbreth/Nick Divers | Droga5 | Videographer / Editor |
| Eric Hadley/Ryan Cameron | Bing | Marketing Manager |
| Sunshine, Sachs & Associates | Public Relations Company | |
| Shawn Mackoff/Megan Collins | Droga5 | Account |
| Andrew Essex | Droga5 | Chief Executive Officer |
Describe the brief from the client: Microsoft`s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase "Intent to Use" Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing`s core users were middle aged women in the Midwest and the branded wanted to make real inroads with the coastal youth population. We used the launch of Jay-Z`s autobiography "Decoded" as a relevant moment to create a deeper experience with it through Bing technology. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.
Creative Execution: The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything. The target audience is wary of marketing messaging and needed to use Bing technology to change any perception of it or increase overall usage. Our campaign worked across media channels in a new way and put the technology at the heart of the marketing.
Describe the creative solution to the brief/objective. We started by putting every single page of Jay-Z`s autobiography into media spaces around the world. Locations were relevant to each individual page`s content. Fans around the world could actually walk Jay-Z`s path, experiencing his story right where it happened. The campaign used everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked items became precious collector`s items. Bing Search and Maps, allowed fans to discover each and every page, making these collectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-z before it hit stores.
Describe the results in as much detail as possible. -The average online player engagement was over 11 minutes per visit -Jay-Z`s facebook fans grew by one million during the campaign launch. -Decoded went straight to the New York Times Best Seller list at #2 its first week -Bing.com saw an 11.7% increase in visits the month of the campaign with no other media in market -Bing.com entered the top ten most visited sites in the US -Bing earned 1.1 billion global media impressions -Bing`s "intent to use" scores were higher than any other Bing marketing initiative ever according to ComScore -Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen BuzzMetrics.
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