Dueling Search Engines is a campaign created to showcase the unique features of Bing while going head to head with Google. By choosing a well-known, playful song and using that to drive our voice over, we showed side by side comparisons of the Bing experience vs. the Google experience. The campaign kicked off by highlighting the homepages and then moved into more specific features like video rollover preview where you can see a video clip before clicking on it, the Bing translation app that can translate signs by just hovering over them with the camera, and the people autosuggest feature that provides auto completion options for people within your search, saving you a click and leveraging other networks like Facebook and LinkedIn.

Results were gathered from website traffic results for BingItOn.com and quantitative testing that focused on the ability to recall the brand (91%) and the message (72%). There was also the head to head challenge of showing individuals results for Bing and Google side by side, without any branding, to allow an unbiased selection of which results were best. Individuals were shocked to find that almost twice the time they preferred Bing over Google, even if they started out saying they liked Google better.

The spots tested well among consumers and helped drive over 20 million individuals to bingiton.com where they could take the challenge of Bing vs. Google in head to head results. When users took the challenge Bing won almost twice as often as Google which helped showcase that when people didn’t know which brand was presenting the results, Bing was able to win them over. This creative increased both the awareness of Bing, as well as people’s likelihood to try Bing by showing users the benefits they could experience.