Microsoft’s search engine, Bing, is bravely taking on the challenge of battling its biggest rival.

The multimillion-pound campaign, ‘Bing and Decide’, portrays Microsoft’s search engine as a ‘decision engine’ in juxtaposition to the information overload a Google search inflicts on its users, the Guardian reports.

Ashely Highfield, managing director and vice-president of consumer and online at Microsoft UK, made a reference to David and Goliath as he described Microsoft “taking out their slingshots” and preparing for battle.

The mythological reference is certainly not an overstatement – Microsoft’s current hold of the search market is about 3% against Google’s 90%.

Highfield said: “We are in a world where people have forgotten there is an alternative search engine.

“It is a battle not just of mind but of heart as well. We are wanting to make an emotional connection – we are ploughing a different furrow here.”

The campaign has been created by the marketing communications agency JWT and is due to run until mid-June. It will be backed up by a digital campaign using Microsoft’s networks as well as social media.

Sources: The Guardian