Microsoft is a hidden partner in almost every digital activity. But often users do not know the different ways Microsoft technologies can be used.
Microsoft was looking for a way to demonstrate and show off the different aspects of their range of technologies, product and services in an engaging way.
Innovative Media Strategy
The Indian elections were round the corner. 814 million voters and would be watching the drama unfold across 543 constituencies, having 8200 candidates, from 9,30,000 election centres. It is the time when psephologists and statisticians try to make sense of a complex Indian electorate.
This was a serious overload of information, which needed to be visualised, analysed and presented with simplicity to make it interesting and informative to a large population.
Indian Election 2014 was our stage to bring alive Microsoft technologies. We created a platform with Rajdeep Sardesai in spearheading CNNIBN & Microsoft Election Analytics Centre (EAC).
At the heart of this partnership was Microsoft Cloud Services – a resilient and versatile platform that transformed Big Data into informative insights. Microsoft’s software was used to present relevant information in a much simpler format, providing analytical understanding at the finger-tips of millions of Indian. This content was then spread through a huge range of experiences made available across all devices – from TVs, to PCs, Smartphones and Tablets.
Across television, digital platforms, the Microsoft EAC was the true X-Factor for Election 2014.
CNN IBN & IBN 7 promoted the partnership across 65 days with live news content, factoids, promo, GFX branding etc.
Bing integration with Ibnlive.com connected with the digital savvy youth. Bing apps helped proliferate the visualised infographic on smart devices.
An 82 inch Perceptive Pixel (Microsoft TM) interactive screen brought alive TV screens with insightful analysis generated by Microsoft Office with Windows Server 2012 acting as the backbone.
a) The EAC served an incredible 10.1 million queries on the Counting Day (16th May)
b) 20% spike in the App download with an average 4-star rating across all mobile platforms.
c) Massive 19.28% increase in the number of Bing searches.
d) Footfalls on www.bing.com/elections, increased from 4k/day average to 93k on counting day with 300k+ activities
e) CTR of 2.35% on the notification ad of ibnlive.com homepage (2.2x vs benchmark)
f) Highest organic reach 77.2mn on Twitter–2154 engagements; 1574 re-tweets, 550+ Tweet favourites