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Five Co-creation Examples: E.ON, Coca-Cola, MTV, Tata Group and Heineken

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Five Co-creation Examples: E.ON, CocaCola, MTV, Tata Group and Heineken

Co-creation initiatives are deployed more and more frequently. This week an aggregation of five co-creation examples to get inspired and research the opportunities that a more human and collaborative economy offers. Provide a platform where customers can co-create value.
Published: February 24, 2012 | By: Gianluigi Cuccureddu

In the panel discussion on day 2 of adtech India 2012, brands discussed the need to become publishers of content. The panel discussion concentrated on combining branded content with marketing strategy. The session moderated by Ravi Kiran, co-founder, managing partner, Friends of Ambition; saw the participation of marketing honchos from Coca Cola, HUL, Google India and MTV India.

Aditya Swamy, executive vice president and business head, MTV India said: “As content becomes the cool factor among the target audience, brands are going to latch onto it but not every brand needs to become a publisher for that matter. It all depends on the timing and whether the brand requires a mere recall or a strong impact.” The effect of content and co-creation is also reflected by earnings, Swamy concluded by saying that MTV India makes more money by cocreating products with brands than by selling on-air, thereby strengthening the case for content co-creation. Tanishq – Tata Group Tanishq, the jewellery arm of the Tata Group, has launched a promotion drive under the name „My Expression‟, which invites consumers in a cocreation activity. Mr. Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said: “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.” He further added, “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, alongside find intelligent, creative and smart young designers with great ideas”.

Participants are invited to submit an idea for Mia – the new Working Women‟s line from Tanishq, of which the winner will get to collaborate with designers at Tanishq to design the latest collection. Also, top 10 finalist entries stand to win INR 1,00,000 each. Coca-Cola Coca-Cola used online co-creation to gather expressions of its brand promise “Energizing refreshment”. They gathered videos, animations, illustrations and photographs that could be used in its marketing campaigns worldwide. Look at the video here, where Leonardo O‟ Grady, ASEAN Director of Integrated Marketing Communications for Coca-Cola describes his online co-creation experience. E.ON Next example comes from the energy sector where E.ON kicks off a crowdsourcing initiative to support a five-part documentary on Channel 4. The series, Home of the Future, films the Perera family from Sheffield as their house is fitted with new gadgets and energy-saving projects such as domestic power stations and waterless washing machines. The crowdsourcing works as follow: “E.ON customers or viewers of the show can submit ideas for new E.ON products and services through an online community, where a £10,000 home energy makeover is at stake for the best idea.”

Heineken Last but not least, news from the Netherlands regarding Heineken. International premium beer brand Heineken has given a group of emerging designers a platform to conceive the finale of a unique yearlong initiative called Heineken Open Design Explorations Edition 1: The Club. The end result is a progressive pop-up club, the Heineken concept club, based on the theme of „Changing Perspectives‟. The result will be unveiled at the Milan Design Week 2012 in April. Mark van Iterson, Global Head of Design at Heineken, said: “What’s more exciting than enabling our most creative minds to be inspired to innovate? Heineken drinkers are open-minded and want products designed to excite through outstanding and high quality design solutions. This is our opportunity to create a platform for designers who can do exactly that; create stimulating, progressive experiences at one of the most important events in the global design calendar.” In addition guests, throughout the Design week, are encouraged to input and share their vision, becoming part of the co-creation process so Heineken can give its consumers the opportunity to be part of this evolving project.

Summary
Co-creation initiatives are deployed more and more frequently. This week an aggregation of five co-creation examples to get inspired and research the opportunities that a more human and collaborative economy offers. Provide a platform where customers can co-create value.

Description
Here are the five co-creation examples to get inspired:

*MTV India-The effect of content and co-creation is also reflected by earnings.

*Tata Group-Tanishq, the jewellery arm of the Tata Group, has launched a promotion drive under the name ‘My Expression’, which invites consumers in a co-creation activity.

*Coca-Cola-Coca-Cola used online co-creation to gather expressions of its brand promise“Energizing refreshment”.

* E.ON kicks off a crowdsourcing initiative to support a five-part documentary on Channel 4.

*Heineken has given a group of emerging designers a platform to conceive the finale of a unique year-long initiative called Heineken Open Design Explorations Edition 1.

Tags: Coca-Cola, Crowdsource, Crowdsourcing, E.ON, MTV, Open innovation, Tata Group and Heineken

Posted by Rebecca Gutierrez

Feb 26, 2012 08:06 am GMT Viewed 2447 times

Author: Gianluigi Cuccureddu Source

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Luke W Mar 07, 2012 09:48 pm GMT

Thanks for rounding up some examples from the big players of these often intangible concepts being deployed in the real world. Good luck on your week of talks, I hope it is very productive.

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