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MEDIA & ENTERTAINMENT

Cultural Insights and Advanced Digital Solutions Promote Event Participation


The Challenge

A major global data and media company needed to adapt its highly successful event—a global competition that encourages cities to find innovative solutions to their most urgent problems—to a Latin American and Caribbean audience. The company approached Cognizant to develop an adaptive program to suit its audience in these regions and, in turn, increase interest and participation in the initiative.


Our Approach

Idea Couture, Cognizant’s digital innovation, strategy and design firm, interviewed more than 50 leaders from the government, non-profit, activist and academic sectors in 17 cities in Latin America and the Caribbean. The goal was to gain a better understanding of the history, the state of civic innovation and the cultural diversity of these regions, as these factors affect government innovation. We used the insights gained from this research, along with the mandate provided by the client, to develop the strategy and design of the challenge.

Leveraging content tailored to the region, we redesigned the web platform. We designed an application to gather information from site visitors while providing training and educating them about innovation processes. We also improved the application process, making it intuitive and simpler to use.

Event Participation Promoted by Leveraging Cultural Insights and Improved Branding

By partnering with Cognizant, the client not only gained insights into the cultural diversity and state of innovation in Latin America and the Caribbean but also successfully designed an adaptive program to implement their upcoming event in these regions. Over 290 cities across 19 countries participated in the challenge. The winner, São Paolo, was awarded $5 million to address its most pressing needs.

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Increased participation

by simplifying the application process

Promoted

the event in 19 countries across Latin America and the Caribbean

Promoted growth

of government innovation practices globally


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