Microsoft is to launch its first UK TV campaign for Bing, five months after it took the search engine out of beta.

The campaign will begin this week. It’s the first time Bing has used TV in the UK as part of its push to steal share from Google.

The ads, created by agency JWT, will run for three months and use the strapline ’Bing and decide’. They aim to show that Bing simplifies the “information overload” that accompanies the results of many searches.

They will be similar to the Windows 7 ads, featuring ordinary people asking for information and receiving nonsensical answers.

The TV campaign will run regularly for a month and then in two-week bursts until mid-June. It will be backed by a digital campaign across Microsoft’s network and on media including social networks.

Bing launched in full in the UK in November and hopes to usurp Yahoo as the main search rival to Google. It aims to position itself as a challenger brand and has been running TV ads in the US for some time.

Microsoft wants Bing to offer more organised search results through features such as categorised search, more relevant localised results and a ’richer’ aesthetic look, including images on the home page and facts, quotes and information relevant to the UK.

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Published 8 March, 2010 by NMA Staff

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