Hobby home page
IPA Banner Global Recognition
Electriclime gif
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Bing and McCann London Construct Physical Search Bar at AdWeek Europe 2018

Creative 436 Add to collection

'Bing Search Bar' is a physical manifestation of Microsoft Rewards and challenges users with questions with the chance to win prizes

 Bing and McCann London Construct Physical Search Bar at AdWeek Europe 2018
McCann London and search engine Bing have constructed the “Bing Search Bar” – an actual juice bar at AdWeek Europe, where thirsty conference goers don’t need to pay for their refreshments, they simply need to search.

The concept of gaining something you really want simply by searching on Bing is a way of bringing to life the principle behind Microsoft Rewards. This unique rewards programme enables users to earn with the everyday searches they make on Bing, which can then be exchanged for the likes of movies, games, apps and more.

For the four days of AdWeek, running between Monday 19 and Thursday 22 March, the “Bing Search Bar” will be built to resemble the Bing homepage, with a white search bar (which serves as the bar counter) set against a colourful backdrop of rows of juices. Instead of listing the flavour, the label on each bottle poses two intriguing questions relevant to the juice’s ingredients. So, to get the juice, you will simply have to use Bing to find the answers to the questions, hence the activation tag line “Rewarding your thirst for knowledge”.

This activation about the rewards programme supports McCann London’s wider Bing ATL campaign, which focuses on Bing’s other intelligent features such as searching within an image, predictive search, and multi-perspective answers, all designed to reinforce Bing’s positioning as the Intelligent Search Engine. McCann London was awarded the Bing account in July 2017.

Laurence Thomson, Co-President and Chief Creative Officer, McCann London, said: “We’re stoked to be working with Bing and wanted to show, in a visually iconic way, a physical manifestation of Microsoft Rewards. With the first search bar that’s an actual bar, as you search you get stuff in return – a little reward and also the information you were looking for. And where better to quench people’s thirst for knowledge than at AdWeek?”
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: McCann London

Strategist: Mariam Asmar

Account Executive: Amy Doyle

Senior Creative Team: Jacob Bjordal, Jim Nilsson


Advertiser: Bing

Director: Brian Keeley

National Marketing Manager: James Coveney (UK)

Global Brand Director: Sophie Salisbury

Digital Agency

Digital Agency: Momentum

Production Manager: Phil Hodgetts

Client Partner: Richard Newcombe (Managing Partner)

McCann EMEA, Wed, 21 Mar 2018 13:27:17 GMT