DECODE JAY-Z WITH BING
Prize: Integrated Grand Prix
Type of Entry: Titanium and Integrated
Title: DECODE JAY-Z WITH BING
Advertiser/Client: BING/JAY-Z
Product/Service: DECODE JAY-Z WITH BING
Entrant Company: DROGA5 New York, USA
Advertising Agency: DROGA5 New York, USA
Creative Credits
Name Company Position
David Droga Droga5 Creative Chairman
Neil Heymann Droga5 Creative Director
Adam Noel/Spencer Lavellee Droga5 Copywriter
Jon Kubik Droga5 Art Director
Jon Donaghy Droga5 Designer
Piper Derley/Elias Holtz Droga5 Digital Designer
Andrew Allen Droga5 Senior Digital Producer
Paul Mcgeiver Droga5 Director of Photography
Toph Brown Droga5 Digital Producer
Cliff Lewis/Mea Cole-Tekfka Droga5 OOH Producer
Rob Lugo Droga5 Head of Print Services
Chris Thomas Droga5 Studio Artist
Hashem Bajwa Droga5 Director of Digital Strategy
Duncan Marshall/Ted Royer/Nik Studzinski/Kevin Brady Droga5 Creative Director
Colin Lord Droga5 Director of Polygons
Sam Kilbreth Droga5 Videographer/Editor
Eric Hadley/Nick Divers BING Videographer/Editor
Sunshine, Sachs & Associates Sunshine, Sachs & Associates PR Company
Shawn Mackoff/Megan Collins Droga5 Account
Andrew Essex Droga5 Chief Executive Officer

Describe the campaign/entry:

Microsoft’s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase “Intent to Use” Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing’s core users were middle aged women in the Midwest and the brand wanted to make real inroads with the coastal youth population. We used the launch of Jay-Z’s autobiography “Decoded” as a relevant moment in youth culture and an opportunity to create a deeper experience with it through Bing technology. The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.

Give some idea of how successful this campaign/entry was with both client and consumer:

- The average online player engagement was over 11 minutes per visit – Jay-Z’s Facebook fans grew by one million during the campaign launch. – Decoded went straight to the New York Times Best Seller list at #2 its first week – Bing.com saw an 11.7% increase in visits the month of the campaign with no other media in market. – Bing.com entered the top ten most visited sites in the US. – Bing earned 1.1 billion global media impressions. – Bing’s “intent to use” scores were higher than any other Bing marketing initiative ever according to ComScore. – Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen BuzzMetrics.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started by putting every single page of Jay-Z’s autobiography into media spaces around the world. The pages weren’t randomly placed; all 350 pages were put in locations relevant to each individual page’s content. Fans around the world could actually walk Jay-Z’s path, experiencing his story right where it happened. The campaign used a variety of media. And if the media didn’t exist, we created our own. Everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked items became precious collector’s items.

Strange Guitar Hero viral from Droga 5:

Thank’s Sebastian G!