welcome to the world's biggest creative department
DESCRIPTION
At ADFEST 2014, ADK’s Toru Fujii, creative leader Rob Sherlock and eYeka’s Joël Céré presented the potential (and limits!) of crowdsourcing and how it can work for brand. This is the presentation given by the three industry leaders, and called "Welcome To The World's Biggest Creative Department"TRANSCRIPT
Toru FujiiSenior Creative Director ADK Tokyo
Global Insights & Innovation Director at eYeka
Joël Céré
Rob SherlockCreative Innovation AdviserFormer Global Creative Director for DraftFCB
The world’s biggest creative department.
“Co-creation”
270.000Consumer Creatorsfrom 154 countries
“Crowdsourced solutions”
-creative contents-product development-business design
Who Moved My Job?
CREATIVE CONTENT
“SHOW US YOUR INSPIRATION”
“Coca-Cola as an energizing refreshment. ”
Coke bottle
“Never be powerless with Duracell Powermat ”
Take charge
“Magical and surprising things happening inside a TOSHIBA 4K TV”
Chef
TOSHIBA- Consumer’s Ideas reveal their insights.
- Selected ideas utilized as branded contents.
- Crowdsourcing nurtures agency’s creativity.
PRODUCT DEVELOPMENT
“SHOW US YOUR DREAM”
- Smartphone in 2020
- Invent a “Social Beer”
- The Future of Detergents
- Make the 10 Arabic numerals
- Humans-Animals connection
FUTURE PROJECT
“Design a future smartphone that changes our lives again in 2020”
FUTURE PROJECT
- Consumers think ahead of companies.
- Product ideas attract wide range of clients.
- Crowdsourcing ignites agency’s capability.
Welcome to the world’s biggest
creative playground!
eYeka delivers fresh ideas & content via creative competitions
90%Spectators
9% Curators
Creators1%
Amplify
Curate
Ideate
the 1/9/90 rule - Forrester Research
Only the 1% is able to ideate
275,000 creators, 154 countries: Good ideas have no borders
1.2 Million Views42% Over-Delivery.
NiwinaSingapore
Antoine Peigner,Digital Hub head
KLM
eYeka is democratizing creativity!
Leading brands are increasing their ROI with eYeka
As part of its multi-brands communication platform “Dirt Is Good”, Unilever was looking to
convince mums in the Philippines that letting their children get dirty
was a good way to foster their personal development.
How to convince them
with a strong story?
Unilever Dirt Is Good• Creative Concepts
• ROI
5 weeks, 88 entries, 29 countries
Breeze Active Bleach TVCPhilippines 2012
A mother encourages her son to fully enjoy a football game by dirtying his brand new, spotless football shoes. “Binyagan na yan!” - literally means “baptizing the shoes” or breaking them so they are ready to work.
How do we express our global brand campaign “live brilliant” with fresh
creative expressions that show that a car can
create special experiences beyond
transportation?
5 weeks, 233 entries
31 contests joined21 entries accepted
Won 2 contests
#1oceanomare
Creative writing Graphic design Animationmilano, Italy
*This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka.
Results: Campaign 2013 - 2014
*This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka.
Results: Campaign 2013 - 2014
How do we create buzz online across Asia to let a
young, tech-savvy audience know of our best-in-class one-stop mobile travel service?
4 weeks, 23 entries from 15 countries
70 contests joined12 entries accepted
Won 1 contest
niwinaVideo Animation
Singapore
Campaign: 23/10/13 to 8/1/14
• 1,241,703 views
• 15,983 engagement (2.35%)
Likes, comments on social communities
• 80% retention rate
View till the end of the video – average is 60%
• 42% over-delivery
Total views v. bought
• 25,000,000 OTS
EffectivenessDiversityEfficiency
A simple guide for creative leaders in the brave new world of co-creation.
Understand it’s the perfect imperfect.
Know that bad ideas can come from anywhere.
Realize that single source creative solutions are becoming redundant.
Understand who ‘they’ are and why they do it
Embrace the perfect answer for the need for speed.
Look at the bigger picture.
Consider the notion of an idea factory vs. a creative department.
Be part of the inevitability of innovation in the co-creation arena.
Know that curation is everything in co-creation.
Embrace the fanaticism of the fanatics.
Become the leader of the benevolent dictatorship.
Rest assured not everything is meant to be co-created.
Keep up with your client’s insatiable need for content.
Don’t ask too much of your crowd.
Realize co-creation is both a creative imperative and a commercial reality.
Crowdsourcing is overtaking research… in research.
Passive co-creation has a huge future.
Once you’ve got it, use it.
