STRONG BRANDS UNDERSTAND THAT
THEIR GREATEST THREAT
IS NOT REJECTION
IT IS
INDIFFERENCE
WE’RE TAUGHT THAT
EXPERIENCE
IS A GOOD THING
BUT IT’S
THE INEXPERIENCED
WHO TRULY CREATE BREAKTHROUGHS
INTELLIGENT
NAÏVETY:
CREATING
BREAKTHROUGH
BY LOOKING AT A CAR INSIDE
OUT RATHER THAN OUTSIDE IN
“This ad was inspired by ...
FRESH THINKING
THE ORIGINAL
IDEA FROM THE
EYEKA
COMMUNITY
Oceanomare
Milan, Italy
WE TAP INTO
THE POWER
OF
CREATORS
TO
DELIVER
FRESH
THINKING
OF EVERY 100 PEOPLE…
CAN
ONLY
CREATE
1
W E ’ R E A
GLOBAL COMMUNITY
O F
280,000+ CREATORS
SPANNING 160 COUNTRIES
WHY DO THEY DO IT?
They want to prove themselves, improve and be rewarded
"I participate in the contests because I want to...
THE COMMUNITY EXPERIENCE
BUSINESS BRIEF
HOW IT WORKS
IN A NUTSHELL
COMMUNITY BRIEF
COMPETITION
MODERATION,
CURATION &
ANALYSIS
1
2
3
4
40 OF THE TOP 100*
WORK WITH US ALREADY
(*INTERBRAND RANKING 2013)
GLOBAL BRANDS
WE DELIVER
IDEAS CONTENT
1. IDEA CREATION 2. IDEA CURATION 3. IDEA APPLICATION
THE IDEA PROCESS
SUCCESS STORIES
“Tell us what an electrical toothbrush
that can connect to the Internet
should offer to change your life for
the better.”
...
ROMI:
Oral-B developed and brought to market the world’s
first ever Bluetooth connected toothbrush and its
mobile app.
Res...
Results
“We knew time was critical and the company
that could launch the first product would have
a huge first-mover advan...
“Introduce Mini-Oreo to the world.
Through a print ad convince your
friends that this is the best choice for
them.”
Our br...
ROMI:
Inspired a new positioning and global campaigns for the
OREO brand around “Bonding Moments” across all
markets.
Resu...
Results
“Both in term of number of proposals and quality of execution, the community gave us a
lot of insights in terms of...
“Express your vision of the future of
the Volvic on-the-go bottle.”
Our brief to the eYeka community:
Volvic
Restyling an ...
ROMI:
In 2013 Volvic launched a new version of its on-the-go bottle in the market, inspired from design ideas from the eYe...
Results
“We have used eYeka because we were stuck.
It gave us freshness, originality and different
angles to tackle proble...
“Tell us an unconventional and
surprising story about how a
resourceful mum creatively teaches her
child(ren) an important...
Unilever Dirt Is Good
Inspiring a new Communication Campaign
Results
Unilever Dirt Is Good
Inspiring a new Communication Campaign
ROMI:
Inspired a new communication stance towards mum...
Results
"eYeka’s creators gave us fresh, unexpected ideas on how we
could better communicate to mums in a more engaging
fa...
UNLEASHED
INTELLIGENT NAÏVETY
FAST FRESH EFFECTIVE
www.eyeka.net
twitter.com/eYeka
facebook.com/eYekaGlobal
When do we start?
Nicolas Borgis
Vice-President
+33 786 996 324
n...
Crowdsourcing Week Brussels: How Naïve Experts Can Help Brands Generate Breakthroughs
Crowdsourcing Week Brussels: How Naïve Experts Can Help Brands Generate Breakthroughs
Crowdsourcing Week Brussels: How Naïve Experts Can Help Brands Generate Breakthroughs
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Crowdsourcing Week Brussels: How Naïve Experts Can Help Brands Generate Breakthroughs

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"Online communities are a wealth of talent, creativity and resources that can elevate brands and its outreach. Discover how brands are finding their breakthrough in crowds."

This presentation was given by Nicolas Borgis, VP Product at eYeka, at Crowdsourcing Week Brussels, on June 5th 2014.

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Crowdsourcing Week Brussels: How Naïve Experts Can Help Brands Generate Breakthroughs

  1. 1. STRONG BRANDS UNDERSTAND THAT THEIR GREATEST THREAT IS NOT REJECTION IT IS INDIFFERENCE
  2. 2. WE’RE TAUGHT THAT EXPERIENCE IS A GOOD THING BUT IT’S THE INEXPERIENCED WHO TRULY CREATE BREAKTHROUGHS
  3. 3. INTELLIGENT NAÏVETY: CREATING BREAKTHROUGH BY LOOKING AT A CAR INSIDE OUT RATHER THAN OUTSIDE IN “This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka”
  4. 4. FRESH THINKING THE ORIGINAL IDEA FROM THE EYEKA COMMUNITY Oceanomare Milan, Italy
  5. 5. WE TAP INTO THE POWER OF CREATORS TO DELIVER FRESH THINKING
  6. 6. OF EVERY 100 PEOPLE… CAN ONLY CREATE 1
  7. 7. W E ’ R E A GLOBAL COMMUNITY O F 280,000+ CREATORS SPANNING 160 COUNTRIES
  8. 8. WHY DO THEY DO IT? They want to prove themselves, improve and be rewarded "I participate in the contests because I want to share my ideas, express my creativity and to get the feedback! eYeka is my personal “pill” of self-expression, creative adrenalin and freedom of inspiration! Without it, life would not be so full, bright and intriguing!:)" valerirr777, member since June 2012 Stavropol, Russian Federation https://en.eyeka.com/u/valerirr777
  9. 9. THE COMMUNITY EXPERIENCE
  10. 10. BUSINESS BRIEF HOW IT WORKS IN A NUTSHELL COMMUNITY BRIEF COMPETITION MODERATION, CURATION & ANALYSIS 1 2 3 4
  11. 11. 40 OF THE TOP 100* WORK WITH US ALREADY (*INTERBRAND RANKING 2013) GLOBAL BRANDS
  12. 12. WE DELIVER IDEAS CONTENT
  13. 13. 1. IDEA CREATION 2. IDEA CURATION 3. IDEA APPLICATION THE IDEA PROCESS
  14. 14. SUCCESS STORIES
  15. 15. “Tell us what an electrical toothbrush that can connect to the Internet should offer to change your life for the better.” Our brief to the eYeka community: P&G ORAL-B Accelerating Innovation in Oral Care Expected ROMI: Insights and ideas that will inspire Oral-B’s R&D and marketing teams 3 weeks 67 entries 24 countries 7 innovation routes
  16. 16. ROMI: Oral-B developed and brought to market the world’s first ever Bluetooth connected toothbrush and its mobile app. Results P&G ORAL-B Accelerating Innovation in Oral Care
  17. 17. Results “We knew time was critical and the company that could launch the first product would have a huge first-mover advantage. The eYeka community gave us the head start needed and helped us anticipate some of the problems that we had to consider in the development of the product.” Stephen Squire BFO Marketing Director, Procter & Gamble P&G ORAL-B Accelerating Innovation In Oral Care Find out more at http://bit.ly/1psNiJd
  18. 18. “Introduce Mini-Oreo to the world. Through a print ad convince your friends that this is the best choice for them.” Our brief to the eYeka community: Kraft Mini-Oreo New Brand Positioning Expected ROMI: A winning positioning idea to be tested with consumers and used for Mini-Oreo and the Oreo brands 3 weeks 516 entries 42 countries 10 territories identified
  19. 19. ROMI: Inspired a new positioning and global campaigns for the OREO brand around “Bonding Moments” across all markets. Results Kraft Mini-Oreo New Brand Positioning
  20. 20. Results “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 Kraft Mini-Oreo New Brand Positioning Find out more at http://bit.ly/1oSz3cS
  21. 21. “Express your vision of the future of the Volvic on-the-go bottle.” Our brief to the eYeka community: Volvic Restyling an Iconic Water Bottle Expected ROMI: Fresh and implementable packaging ideas 3 weeks 109 entries 28 countries 4 key insights
  22. 22. ROMI: In 2013 Volvic launched a new version of its on-the-go bottle in the market, inspired from design ideas from the eYeka creative community. Results Volvic Restyling an Iconic Water Bottle
  23. 23. Results “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 Volvic Restyling an Iconic Water Bottle Find out more at http://bit.ly/1jx4LXV
  24. 24. “Tell us an unconventional and surprising story about how a resourceful mum creatively teaches her child(ren) an important lesson, through dirt and stains.” Unilever Dirt Is Good Inspiring a New Communication Campaign Our brief to the eYeka community: Expected ROMI: Ideas to better communicate to mums, in a more engaging fashion 5 weeks 88 entries 29 countries
  25. 25. Unilever Dirt Is Good Inspiring a new Communication Campaign
  26. 26. Results Unilever Dirt Is Good Inspiring a new Communication Campaign ROMI: Inspired a new communication stance towards mums in the Philippines. One TVC successfully launched. “Binyagan na yan!” Watch TVC at http://bit.ly/ROW7xSWatch winning animation at http://bit.ly/ROX0GC
  27. 27. Results "eYeka’s creators gave us fresh, unexpected ideas on how we could better communicate to mums in a more engaging fashion.“ Kaarthik Subramani Vice-President, Unilever Unilever Dirt Is Good Inspiring a New Communication Campaign Find out more at http://bit.ly/QMi7Zw
  28. 28. UNLEASHED INTELLIGENT NAÏVETY FAST FRESH EFFECTIVE
  29. 29. www.eyeka.net twitter.com/eYeka facebook.com/eYekaGlobal When do we start? Nicolas Borgis Vice-President +33 786 996 324 nicolas.borgis@eyeka.net @nborgis eYeka Paris – Sao Paulo – Mexico Singapore – Tokyo – Sydney www.eyeka.net @eyeka

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