Creative Execution

To show data’s true potential, we captured the actual data-flows of Australian businesses that were already using Azure Cloud services in Australia, then transformed them into audio visual sound waves that our audience could see, hear and play with on our microsite thesoundofazure.com.au. Visitors could create their own sound waves through the data of their Facebook accounts. Our team worked with music engineers to turn data-flows into audio visual streams that could be used to create with – a sight and sound landscape made of actual data-flows, like storage, transactions, website traffic and real companies doing business in the Cloud.

The launch of Microsoft Azure was the most successful big data launch by Microsoft in the world, ever: • A 163% increase in accounts created, 14,746 created to date. • The campaign has generated 6.6 million unique page impressions, smashing our target by more than 500%. • 36% of the entire year’s target was achieved in the first 4 weeks (7,223 trials generated), putting us on a trajectory to significantly exceed our FY15 target. • 2,565 business leads were generated, equal to $4 million in potential Microsoft revenue. • Twitter achieved a click through rate of 0.7%, 10 x the industry standard.

Objective: Our job was to launch Azure Data Centres, create awareness, generate trials and ultimately get IT Pros, Developers and Microsoft Partners to open Azure accounts (2,500 trials per month and 20,000 by the end of FY15). Azure is a Microsoft Cloud computing platform. It’s where banks, telcos – all Microsoft’s biggest clients – store data, and take advantage of business-enhancing Microsoft cloud data services, including databases, data recovery, transactional and behavioural records, and many more. Audience: It was difficultly broad – everyone from Australia’s 180,000 deep nerdy techs to its 30,000 high-end enterprise decision makers. Insight: Data is a dry topic – it’s hard to tell a story about it that’s engaging to people on a human level. We needed to create an experience that would make interacting with data an exciting and memorable experience. Big idea: Reimagine bits and bytes, into audio-visualised, sharable performance art.