Bing targets ‘Generation Do’ in new Australian ‘Bing is for doing’ brand campaign via BMF

Bing is targeting “generation do” in a new Australian brand campaign via BMF Sydney.

BMF conducted a nationwide search for the campaign talent and the country’s best young film makers, to direct and produce the videos. Gen Y researchers were enlisted to find stories to appeal to the core audience. The stories were then put in to the hands of some of the country’s best Gen Y film makers, recruited from various production academies such as AFTRS. Working alongside BMF’s content division and reporting directly to the agency’s ECD, these young directors produced, directed and edited the films.

The centrepiece of the campaign is a series of mini documentaries and TVCs which tell stories of inspirational young Australians who get thing done.

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In addition to the online video content, four TVCs will air nationally on Sunday night on Channel 9, Go! and Gem, kicking off a ten week multi-channel media plan including; high impact rich media executions with all major digital publishers, print advertorials in top ACP titles, a branded destination experience for Xbox and dedicated YouTube Channel.

Bing has also partnered with ninemsn to launch a media first, the new IAB Rising Star award-winning ad unit, the Slider. The dynamic format provides a rich story-telling solution, showcasing the Bing video content in a rich media execution that ‘slides’ the browser across, revealing a full-page video microsite.

All creative directs consumers to the campaign site bingisfordoing.com.au, encouraging the target audience to find out more about the campaign talent by watching the documentaries, and searching on Bing.

In November last year, after more than two years of testing, product feature rollouts, investment and partnership integrations – Bing Australia removed its beta tag. Engineers continue their in-depth job to localise the Bing global experience for Australian users. A local product team is working with local partners to enhance the search results with relevant information to address Australians’ passions and search needs.

“We’ve spent the past two years localising and refining the Bing product for Australia, and it’s now ready for prime time. With the launch of this campaign, Bing is creating a brand identity in this market, because Australians deserve more than one search engine,” said Alex Parsons managing director of Bing Australia.

“Bing has renamed Gen Y; ‘Gen do’. They think differently about life and what they can achieve. They’re inquisitive, curious, open minded and lead a lifestyle which is about being different.

“We’ve found people from across Australia who are doing cool things, whether it be for the good of others or following their own passion and ambitions, and documented their stories,” said Parsons.

Says Shane Bradnick, executive creative director at BMF Sydney: “It was a great opportunity for both the film makers and BMF to bring this new brand promise of ‘doing’ to life for Bing. By producing the work in this unique way, we proved everything that ‘doing’ stands for,” says Bradnick.

“Bing is for doing” documents the stories of four inspirational generation y-ers from across Australia. Introducing:

Madison Stewart, an 18 year old shark diver, filmmaker and conservationist from Byron Bay. In her quest to save the dwindling shark numbers in our oceans, she bought an underwater camera at 14, dived into the deep blue and has been filming sharks ever since. Her films have already been used by conservation groups worldwide and sent to the Australian Parliament to help lobby for the protection of sharks on our Great Barrier Reef.

Desert Pea Media, a community arts organisation set up to inspire social change and empower young indigenous communities in the remote areas of northern NSW. Toby Finlayson and Matthew Priestly are giving a voice to those who have previously struggled to be heard. Desert Pea Media teaches them about story-telling, language, video production and opens their eyes to the fact they they’re capable of anything.

Bethany Simons, a 27 year old Green Room Award nominated writer and performer, based in Melbourne. Her original one act play “The Weather and Your Health” has not only toured nationally, it’s also now studied by future generations as part of the Victorian (VCE) drama syllabus.

Andy Milenkovic, this 26 year old from Melbourne’s determination to be a world-class mountain boarder was not motivated by fame or sponsorship deals. In this cross between skateboarding and surfing there are none. Andy entered legend status, by landing the world’s first double back flip. He’s not stopping there either. He’s going for the triple.