ABOUT THE WAY THE IDEA WORKS
Let's have a look at the way the cooperation of a brand and a crowdsourcing marketing platform may look like considering the following example. Let's take not just a brand, but a giant corporation with a huge portfolio of brands. Still, the whole scheme described below is applicable to companies of all sizes and of different industries.
We will look at advertising campaign “Thank you, Mom!” by Procter & Gamble. Its first version was created for London 2012 Olympics.
While the other brands-sponsors were focused on sports and performance, P&G took a completely different approach. They made moms of the athletes the main characters of the video, and this move received such a response in the society and the press, it was so touching and precise that P&G has created a new video on the same topic for every Olympics since then.
If suddenly you are not aware of that (not likely but still), a video involves a Client-Agency-Video production chain. Sometimes the Client creates an in-house story usign its own marketing department, and immediately proceeds to the production. In such a case, directing and camera work certainly are of great importance. But an ordinary person could equally come up with an idea, and for this creative directors, account managers and copywriters are not necessary.
Now let's imagine that P&G came to a crowdsourcing platform, created a brief for the target audience, stated the video duration and its context (in this case, relation to the Olympics and sports). And that's all, no more restrictions, well, except perhaps for the common sense, ethics and legislation. At that, not the video itself is required (this will be done by the production), but a script of 2-3 pages long.
What should be done by a participant of a contest for the best script provided he/she is willing to get a remuneration amounting to his/her monthly salary or more:
1) To carefully read a brief and to understand what the client wants – this is the must
2) If a person has no idea of business, first to google information about the company, its products and competitors
3) To divide by topics and to start thinking and writing down everything associated therewith: things, actions, feelings, processes.
The Olympics, sports, exhausting training, persistance, strength, victories and defeats, trainings from early childhood, injuries, rehabilitation, hospital, permanent restrictions, routine, nutrition, pain, passion, greatest achievement in life, pride, coaches, rivals, team, individual performances, last ounce of strength, tension, fear, awards stand...
(who they are, what they like/do not like, what they are afraid of, what they dream about...) Women, cleaning, mothers, care about family, desire to be beautiful, striving for a cozy and clean home, children, pets, health and safety, reliability...
Household cleaning goods, clean baths and toilets, floors, sinks, cleaning, polishing, mass market cosmetics...
4) And then to start thinking and imagining. In metro, while jogging, when the haircut is being done, in the shower and at the bus stop. To imagine yourself an athlete in a stadium, a housewife with a mop in hand, to look for something common or to contrast these. Something unusual can be found in any combination. To make a parallel between training to the point of exhaustion and clean-up and to transform everything into a comedy, or vice versa, as it happened in this case here - to touch everyone's soul.
Each of us has such a rich inner world, so many ideas and we think they would not be appreciated by the boss, colleagues, and sometimes even by relatives and friends. So why not try and create something unusual, or vice versa, the usual and horribly familiar and make money out of it?!
Rio de Janeiro 2016