innovating in food & drink with 270,000 creatives
TRANSCRIPT
INNOVATING IN FOOD & DRINK WITH 270,000 CREATIVES
@YannigRothResearch Fellow @eYekaPhD candidate @SorbonneParis1
London,March 6th
2014
CrowdsourcingWhat is it?
Daren Brabham(University of Southern California)
« A company posts a problem online, a vast number of individuals offer solutions to the problem, the
winning ideas are awarded some form of a bounty, and the company mass produces the idea for its own
gain »
The increasing use of crowdsourcingMcDonald’s casting call in 2006
The increasing use of crowdsourcingWrigley’s art contest in 2006
The increasing use of crowdsourcingMy Starbucks Idea
The increasing use of crowdsourcingHeineken’s Ideas Brewery Platform
The increasing use of crowdsourcing
The increasing use of crowdsourcingCrowdsourcing is a particularly popular co-creation tool
http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
For innovation and design
The rise of crowdsourcing
With the Coca-Cola Design+ Award, Coca-Cola Germany offered young creatives a platform in order to search for new concept ideas for the reusable bottle crate of the future
For innovation and design
« This is the future because we live in a reality of more transparency and connectivity than ever before.
What we’re doing in Germany is indicative of the future, it is part of how we will operate going forward »
David Butler, VP Innovation & Entrepreneurship, Coca-Cola
(vidéo 01:30-02:50)
The rise of crowdsourcing
For brand content creation
Coca-Cola empowered creatives to unleash their creativity by showing how they would interpret Coca-Cola as an Energizing Refreshment
The rise of crowdsourcing
For brand content creation
« The signals are clear. Consumers are co-creating our brands. If we’re not ready then that’s our problem, not theirs.
We have to engage, because with us or without us, the change will happen »
Leonardo O’GradyIntegrated Marketing Director
Coca-Cola Asia Pacific
http://youtu.be/HyLh9jwVCGs
The rise of crowdsourcing
90%spectators
9%enthusiasts
creators
1%
validate
refine
unlock
the 1/9/90 rule - Forrester Research
Innovate with the right peopleWho do you turn to when you need new ideas?
Innovate WITH people, not FOR peopleeYeka is a platform to connect brands and creatives from across the globe
Innovate with the right peopleA global community of creatives
270,000
161countries
creators
Innovate with the right peopleHow to embed crowdsourcing in your innovation process?
INTERNALEVALUATION
eYeka delivers fresh ideas, fast to give your brand a
competitive edge
IDEA GENERATIONIDEAS ANALYSIS
eYeka will analyze creators’ ideas to articulate them into
an accessible report
ProfessionalServices
CONSUMEREVALUATION
AGENCYBRIEFING
eYeka will facilitate your next steps, from testing ideas to running
workshops to brief your agency
NescaféMaking instant coffee relevant (again)
How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive?
Expected ROIInsights and ideas that will inspire Nescafé R&D and marketing teams.
NescaféMaking instant coffee relevant (again)
NescaféMaking instant coffee relevant (again)
NescaféMaking instant coffee relevant (again)
NescaféMaking instant coffee relevant (again)
“Our partnership with eYeka will enable new thinking and a fresh approach taking our existing consumers, and using their ideas and their voice, to shape our brands for the future”
Michael Sergeant, Marketing Manager, Nescafé Australia
http://www.youtube.com/watch?v=MkEx-Z91i8I
FMCG brandReinventing the chewing gum
FMCG brandReinventing the chewing gum
Technology Customization Play & collectionables
VolvicRestyling Volvic’s iconic water bottle
Refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves especially when it is placed alongside soft drinks.
Expected ROIImplementable packaging design ideas.
VolvicBoldness is seductive
VolvicUse the volcano equity in the design
VolvicSmooth the round edges
VolvicRestyling Volvic’s iconic water bottle
“We have used eYeka because we were stuck. It gave us freshness, originality and different angles to tackle problems with our design agency.”
Christine Jean, MRCI Director Danone Water
Mini OreoCreating a new brand proposition
Exploring potential positioning and communication platforms for Mini-Oreo in the context of a broader review of what the Oreo brand could offer to consumers.
Expected ROIA winning positioning idea that will be tested with consumers and could be used for Mini-Oreo and the Oreo brand.
NescaféSome “selfishness”
Mini OreoMaking time for little connections or “bonding moments”
Tiny pieces of fuel for little imaginations
Mini Oreo
Mini OreoInspired a new positioning and new campaigns around “Bonding Moments”
"Both in term of number of proposals and quality of execution, the community gave us a lot of insights in terms of how to position our Mini-Oreo.”
– Brand Director at Kraft Foods http://youtu.be/QeA28L8Pt0UA father and daughter fairytale “Bonding Moment” in a TVC,
UK, 2012.
Value proposition of crowdsourcing
FreshEfficient Authentic
Any questions?
?
www.eyeka.net
twitter.com/eYeka
facebook.com/eYekaGlobal
Yannig RothResearch Fellow+33 (0)1 40 76 80 08