Microsoft
End- End
For the Apple iPhone 16 launch in September 2025, Bing was tasked with creating a SERP takeover experience as part of the MLTA GoBig initiative. The goal was to design a high‑impact, visually engaging ad experience that maximized visibility, built anticipation, and provided seamless access to launch details and product information—driving traffic to Apple’s official site.
Objectives
Create a high‑impact SERP takeover for the Apple iPhone 16 launch that boosts user engagement.
Align the experience with Apple’s premium brand aesthetic and design language.
Integrate seamlessly with Bing’s monetisation strategy while preserving a clean, user‑friendly interface.
Scope of Work
Key considerations
When does the experience appear?
Enhancing User Engagement: What will users want to see?
Mainline Design
Go Wide
Results
The experience performed strongly, delivering high engagement and click‑through rates. Due to its success, the same design approach was adopted for other brand‑scenario SERP takeovers across Bing.