INNOVATING IN FOOD & DRINK WITH 270,000 CREATIVES · INNOVATING IN FOOD & DRINK WITH 270,000...
Transcript of INNOVATING IN FOOD & DRINK WITH 270,000 CREATIVES · INNOVATING IN FOOD & DRINK WITH 270,000...
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INNOVATING IN FOOD & DRINK
WITH 270,000 CREATIVES @YannigRoth
Research Fellow @eYeka
PhD candidate @SorbonneParis1
London,
March 6th 2014
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The increasing use of crowdsourcing McDonald’s casting call in 2006
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The increasing use of crowdsourcing Wrigley’s art contest in 2006
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The increasing use of crowdsourcing My Starbucks Idea
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The increasing use of crowdsourcing Heineken’s Ideas Brewery Platform
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The increasing use of crowdsourcing
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The increasing use of crowdsourcing Crowdsourcing is a particularly popular co-creation tool
http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
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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
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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
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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
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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’Grady
Integrated Marketing Director
Coca-Cola Asia Pacific
http://youtu.be/HyLh9jwVCGs
The rise of crowdsourcing
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Innovate WITH people, not FOR people eYeka is a platform to connect brands and creatives from across the globe
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Innovate with the right people How to embed crowdsourcing in your innovation process?
INTERNAL
EVALUATION
eYeka delivers fresh ideas,
fast to give your brand a
competitive edge
IDEA GENERATION IDEAS ANALYSIS
eYeka will analyze creators’
ideas to articulate them into
an accessible report
Professional
Services
CONSUMER
EVALUATION
AGENCY
BRIEFING
eYeka will facilitate your next steps,
from testing ideas to running
workshops to brief your agency
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90% spectators
9% enthusiasts
creators
1%
validate
refine
unlock
the 1/9/90 rule - Forrester Research
Innovate with the right people eYeka’s community members are among the 1% most creative
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Innovate with the right people A global community of creatives
270,000
158 countries
creators
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Nescafé Making instant coffee relevant (again)
How could we reinvent instant
coffee, prepared at home to
keep the category relevant and
attractive?
Expected ROI
Insights and ideas that will inspire
Nescafé R&D and marketing teams.
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Nescafé Making 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
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Volvic Restyling 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 ROI
Implementable packaging design ideas.
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Volvic Restyling 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
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Mini Oreo Creating 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 ROI
A winning positioning idea that will be
tested with consumers and could be
used for Mini-Oreo and the Oreo brand.
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Mini Oreo Inspired 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/QeA28L8Pt0U
A father and daughter fairytale
“Bonding Moment” in a TVC,
UK, 2012.
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Value proposition of innovating with 270,000 creatives
Effective Efficient Diverse
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Any questions?
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www.eyeka.net
twitter.com/eYeka
facebook.com/eYekaGlobal
Yannig Roth
Research Fellow
+33 (0)1 40 76 80 08