Nice ideas hidden behind a bad product: ‘Bing is for doing’
Agency: BMF Sydney
Client: Bing/Microsoft
BMF’s Bing campaign is a clear example of a good approach hamstrung by a inadequate, ineffectual product.
Research tells me that BMF conducted a multiplatform campaign across tv, YouTube, Xbox, a particularly innovative video content viewer named Slider, and the locus of the campaign: the campaign headline titled bingisfordoing.com.
I easily browsed the TV spots on the site (which, in an ominous portent, looks like a lot-res version of google) and found them to be clear and worthwhile. The strong, succinct tagline ‘Bing is for doing’ is well presented through the documentaries about young filmmakers, who themselves are a metaphor for generation y’s ‘doing’ attitude, or at least Bing’s representation of it.
However, my desire to see Slider in action - and depart from the Bing interface - led me to search Bing for the campaign and technology… an unamusing and ironic failure.
When your major competitor is a verb, life, it seems, is going to be tough for a long time.
