Matthew Miller
Feb 21, 2014

Global Hyundai campaign drew inspiration from crowdsourcing contest

Hyundai and creative agency Innocean recently rolled out a global campaign that took its central creative idea from an online crowdsourcing contest run through the eYeka community.

Global Hyundai campaign drew inspiration from crowdsourcing contest

eYeka offers agencies and brands access to an online community of 260,000 people who respond to briefs and submit their ideas hoping to win prizes in a contest format.

Hyundai's 'Live brilliant' campaign is running in airline magazines such as Emirates, Lufthansa, British Airways, Air France, Korean Air and Asiana Airways, as well as in global publications such as The Economist.

An Italian eYeka user, Federica Grosso (nicknamed "Oceanomare" on the site) won €10,000 for his submission, which depicts a person in a Hyundai designing an elaborate treehouse for a majestic tree that the car passes (below left). The submission, which carried the tagline “personal mobile inspiration”, was one of 233 the company received over the five weeks its brief was open. The entries came from 43 countries, and the total prize pool was €69,000.

Innocean rewarded six videos (from the UK, France, Spain, Czech Republic, China and Malaysia), as well as six print ad designs (from Italy, Indonesia, India and Spain).

Innocean adapted the winning print design into a series of ads (middle and right, below), each of which carries the following copy at the bottom: “This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka”.

According to eYeka, this is the first time a brand and creative agency have explicitly recognized the crowdsourcing site as the source of ideas for a global campaign.

 

Related Articles

Just Published

7 hours ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

7 hours ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

9 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?