Which is the function of advertising? In my opinion, to help brands sell their products. Today I have brought a case in which an advertising company designs a strategy to help (as I have said before) two companies. Well, specifying, a company and an artist: Bing and Jay Z. We have two different necessities.
On one hand Bing’s. This Microsoft company had a big competitor: Google. They discovered that young people used Google search engine and senior people used Bing’s. Their objective was to attract young consumers to their new Bing Maps.
On the other hand Jay Z’s. Jay Z is a famous rapper between young people. He was going to publish his autobiography and he needed a marketing campaign. As he was already known by a lot of people, success was guaranteed.
In order to create a unique experience for Jay Z’s young fans and to encourage them to use Bing, Droga5, a creative advertising agency, did something awesome. Let’s watch this video:
On one hand Bing’s. This Microsoft company had a big competitor: Google. They discovered that young people used Google search engine and senior people used Bing’s. Their objective was to attract young consumers to their new Bing Maps.
On the other hand Jay Z’s. Jay Z is a famous rapper between young people. He was going to publish his autobiography and he needed a marketing campaign. As he was already known by a lot of people, success was guaranteed.
In order to create a unique experience for Jay Z’s young fans and to encourage them to use Bing, Droga5, a creative advertising agency, did something awesome. Let’s watch this video:
Campaign video. Source [Vimeo]
Yes! Droga5 did it! It mixed this two necessities. Every single page of Jay Z’s autobiography was published in the places where his stories took place: a hotel, streets,… and in imaginable places: in Gucci clothes!
Fans could read the book free before the release in US and they converted the campaign in a game for the consumers using Bing Maps (it’s like Google Street View). Everyday they published clues in social networks and radio to get to know where those pages were. In total, there were over 400 clues! The official website (currently unavailable), allowed fans to assemble the book online.
Jay Z’s followers in Facebook raise one million, the book was considered a bestseller, campaign was very mediatic and admired by other famous people.
For Bing, necessity was supplied: they had 11.7% more visits in only one month and was one of the most visited sites in the world.
Personally is one of the best campaigns I have seen. What do you think? Write me a tweet!
Iñigo Taibo
Advertising and PR
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