Microsoft makes music.
Since IT audiences always know everything anyway, Microsoft Australia’s new Azure data centre needed little introduction. Instead, Ogilvy PR’s client wanted some unique launch concept to shake things up.
Data? Unique? Could be, Ogilvy PR said, if you turn it into music.
It would take a sophisticated app, transforming real data flows from customers – dots and dashes – into audio-visual sound waves and, suddenly, a day in the life of any local business was a symphony. Ogilvy PR called it Orchestrate Amazing and built an online platform to host customer data symphonies, the Sound of Azure.
Interest was huge. The campaign vastly over-achieved, generating 7.4m impressions and 81 press articles. With a target of 20,000 engagements it achieved 86,680, and most importantly, 6,502 leads and $4m in wins to date, with much more to come.