Alan Edgar, a Creative Director at Ogilvy Joburg, smiles. A lot. People often guess what his guilty secret is. Well, here it is… he absolutely loves what he does and is constantly baffled that somebody is willing to pay him to do it. “I can’t believe that I spend all day in the company of the industry’s brightest, most inspiring (yet humble) people – and share an office with a baldy guy who makes me laugh ‘til my face aches”. So now people can stop guessing. He writes about some of the work that makes him love what he does so much:
Arguably, there are few exceptionally wonderful things in this world that were created by one person alone. I’m the same – as much as I’d like to take all the credit for my two gorgeous-looking daughters, I also have to admit that my wife did play a small part in their birth.
At some time we’ve all been pushed, cajoled, aided, inspired (and on occasion, threatened) to produce “things” of pure brilliance. Think about it – Bill Gates had Paul Allen, John had Paul (and later Yoko), Picasso’s muses were his hundreds of women andFreud had his mother (quite literally, some historians would suggest…)
Marketers too have realised that it’s the same with their brands. Today’s most powerful ones, dominating the globe, are those which have gone way beyond simple customer engagement to adoption and (some) evangelical devotion. Ones such as Google, YouTube, Facebook and
And there are myriad others who have also woken up to, and harnessed, the power of co-creation to build billion dollar companies. I’d like to share a few case studies that are not only financially staggering but they make me go, “Ahh! I wish I’d done that!” because they’re so bloody clever.
(I just have to say thanks in advance to Stefan and say it still falls into the category of co-creation. Either way you look at it, it’s a lovely piece.
SONY – Foam City
An oldie but a goodie. Talk about co-creation! Here Sony offered the chance for 200 average people to become cameramen for a day and help them film their latest TV commercial. They gave them each a Sony camera to record the day’s event in their community; which simply involved unleashing 475 million litres of foam onto a small suburb in Miami andletting nature take its course (ha!) – and in return for posting their footage online they got to keep the camera. Niiice.
All the uploaded footage was then edited into a beautifully emotional ad that illustrated perfectly how even an average Joe could produce an incredibly professional result. Talking of results: all of Sony’s stock, depicted in the ad, sold out completely on both sides of America that same month the ad burst.
Nike World Cup
We all know (don’t we?) the epic TV ad that won a Grand Prix at Cannes? But are you familiar with the social media campaign that supported it? I particularly want to showcase it because it’s arguably one of the most participated-in, consumer co-creation campaigns in history – as well as being the most successful. Check out these figures then watch the magic.
During and after the tournament, orders for Nike products increased 7% globally. The Nike Football Facebook page quadrupled from 1.1 to over 4.8 million. It currently has over 12 million fans. There have been 40 million + online views of the film andSony have managed to do. Fact is: life is busy but nobody is too busy to join in, and co-create, with something that inspires them.
Maybe the next time you’re asked your opinion on a new campaign perhaps we should be asking, “Is it something that would inspire me to participate? To co-create? To help build this brand?” And if the answer isn’t “Yes” then maybe we shouldn’t be producing it at all.