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The Government of Chhattisgarh wanted to engage the citizens through content - but the problem was without proper enticement, people will be reluctant to download application just for Govt. content.
To solve this, I created an mobile OTT platform for video content delivery on the lines of any popular streaming service such as Netflix. Being a Govt. app, it still had to adhere to the State Govt.'s design principles.
To uniquely position the app and increase usability, the content was created entirely in local languages & dialects.
The State Govt. was also interested in knowing the content consumption patterns of people, and essentially, what the people thought about the Govt.
We integrated the application with Adobe Analytics and set up specific dashboards for real time monitoring and understanding consumption patterns.
Within 30 days of launching, the app was being used by more than 200,000 people. This was made possible through a digital marketing campaign that we ran targeting people based on judgemental heuristics.
Case Study - OTT app for Govt. client
User group
analysis
The app was launched by CM
Digital marketing & increase in usage
To maximise reach and engagement, we conducted deep user research - across 12 villages, in the four regions of the state. We categorised the target audience into farmer, women, youth and indegenous people, and conducted interviews with each group separately to understand what they would like to consume as content.
Based on the interviews, 19 types / sections of content was created including content on farming, jobs, success stories, soaps, local folk music, etc.
Analytics
& usage
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