Google
is the biggest brand on the planet and the biggest name in online search.
'Google' has become a verb and has been written into the Oxford English
Dictionary. It has become the default place to go when you want information.
In
2009, the original powerhouse in personal computing, Microsoft, has started
what is shaping up to be the bloodiest war in business and advertising.
Microsoft
has poured hundreds of millions of dollars into developing its new search
engine 'Bing'.
Part
of this plan has been to form a Joint Venture with Yahoo!. The result is a
10-year deal in which 'Bing' will supersede Yahoo's search engine.
Microsoft
/ Ninemsn selected STW company Moon Communications Group as their brand and
advertising partner to launch Bing to the Australian market.
The
positioning developed for Bing is "Look less, find more" - a crafty way of
establishing Bing as the smarter, more intuitive engine.
Moon
developed the launch campaign - "Bing and good things happen" - running across
TV, Print and Online.
The
early signs are encouraging. Bing has the fastest growing market share of any
search engine around the world.