Cannes Lions
UM, Sydney / MICROSOFT / 2010
Overview
Entries
Credits
Execution
The campaign commenced with a social media ‘education’ workshop which key politicians were invited to. Given Obama’s success in this space we had a full house.The “Ask a Pollie” hub was introduced in this forum and an online panel of politicians was selected to take part. Now that we had engaged politicians, we needed to focus our efforts on the public.To get critical mass, we needed to take the hub to the people rather than expecting them to come to us.For the ‘politically lazy’, we made it easy for them to take part by installing specially designed touch screen billboards situated in local shopping malls. The content was dynamically uploaded to the hub and forwarded to the politicians for response.We tackled the more politically proactive public when they were searching on political blogs or researching political parties with digital display advertising enticing them to the hub.
Outcome
Microsoft demonstrated its value to the Australian government by using its technology to bring politicians and voters together.Up to 1 in 10 Australians engaged with the hub.Politicians were grateful that Microsoft had not only educated them on social media but had handed them a new medium.
All participating politicians sent positive feedback. Twenty non-participating politicians approached Microsoft about involvement in future initiatives. The hub caught the attention of the Government Information Management Office who contacted Microsoft directly to applaud the initiative. This department fosters the efficient use of information/communications technology for a critical yet difficult to engage audience.
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