Microsoft

Eric Hadley, General Manager of Marketing, Bing
Ryan Cameron, Senior Marketing Manager

Droga5 *Lead Agency

David Droga, Creative Chairman
Jonny Bauer, Head of Strategy
Hashem Bajwa, Director of Digital Strategy
Neil Heymann, Creative Director
Adam Noel, Copywriter
Jon Kubik, Art Director
Andrew Allen, Senior Digital Producer
Mea Cole Tefka, OOH Producer

Jay-Z Decoded was an innovative way to help Microsofts search engine Bing create competitive advantage over its much more established and out-sized rival, Google. Bing needed to increase usage and position itself as a modern choice to a younger audience that was key to growing market share, but is highly suspect of advertising and product claims. We created a strategy that used demonstration of Bing products against a big canvas in cultural to achieve a real, quantifiable gain against Google and relevancy in the market.