The first Australian marketing campaign for search engine Bing by BMF Sydney has launched with a series of mini documentaries and TVCs which tell stories of inspirational young Australians who get thing done.
A nationwide search for the campaign talent and the country’s best young film makers are at the heart of the Bing Is For Doing campaign. Gen Y researchers were enlisted to find stories to appeal to the core audience which were then put in to the hands of film makers recruited from various production academies including the Australian Film, Television and Radio School (AFTRS). Working alongside BMF’s content division and reporting directly to the agency’s ECD, these young directors produced, directed and edited the films.
Managing director of Bing Australia, Alex Parsons, said they had spent the past two years localising and refining the Bing product for Australia which was 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,” he said. “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.”
BMF executive creative director, Shane Bradnick, said it had been a great opportunity for both the film makers and BMF.
“By producing the work in this unique way, we proved everything that ‘doing’ stands for,” he said.
In addition to the online video content, four TVCs will air nationally on Sunday night on Channel Nine, Go! and Gem, heralding 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.
The four Gen-Yers are:
Madison Stewart, an 18 year old shark diver, film maker 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 20 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.