Media Awards 2010: Best IT and Consumer Durables Campaign

Title: Bing Breaks
Duration period: April 2010-July 2010
Media agency: Universal McCann
Media director: Adam Morton
Account director/media planner: Keith Welling
Creative agency: Duke & Earl
Creative director: n/s
Account director: Keith Welling
Account planner: n/s
Client: Microsoft
Brand/product: Bing
Marketing director: Paul Davies
Media/brand manager: James Butcher

Microsoft is positioning its search engine, Bing, as the "decision engine", which understands what people are searching for and delivers more relevant results.

Universal McCann needed to get web users to break their Google habit and give Bing a try by demonstrating how effective it is. Its idea, the "Bing Break", would demonstrate how using Bing could improve other media consumption - in this case, watching TV.

Teaming up with Channel 4, the Bing Break ran a search query before each of the ads in a commercial break, with the twist that each ad was the answer to the preceding search query. For example, the search query "cheap car insurance" led to the Confused.com ad.

This media first saw a 20 per cent spike in Bing search and a 48 per cent leap in brand awareness for the search engine.