CCA Awards Crowdsourcing nominees

CROWDSOURCING NOMINEES

An open call from a firm to the collective intelligence of
“the crowd” to complete a task, a solution to a
problem, within a selected time Span.

ALBERT HEIJN
www.ah.nl CASE 7

Key facts
Category
 Click Crowdsourcing
to edit Master text styles
Initiator Second level
- Albert Heijn
•
Launched 2011
Third level
> Fourth level
Audience International level
• Fifth

Focus Visualize the social meeting point of the
future

Initiative in short
Albert Heijn used the platform of RedesignMe Connect, to
launch a challenge around their social meeting point

Results
The community of RedesignMe was challenged to come up with a visualization of how the social meeting point at the Albert Heijn
 Click toshould Masterintextfuture.
supermarket edit look like the styles
- Second level
Albert Heijn was looking for designs, which combine physical and virtual activities. The initiative resulted in 98 new, innovative ideas, of
• Third level
which Albert Heijn rewarded the best ones with a financial incentive. Fun fact is that on the discussion platform the participants
> Fourth level
complimented Albert Heijn for its continuous involvement and feedback during the challenge.
• Fifth level

CCA Awards 2011
Copyright © 2011 All rights reserved. 2

BUITEN BETER CASE 8
www.buitenbeter.nl

Key facts
Category
- Buiten Beter
•
Launched 2011
Third level
> Fourth level
Audience Dutch • Fifth level

Focus Report local issues with your smartphone

Initiative in short
After spotting something that needs to be fixed, consumers can
use the app to take a picture, select a location and a problem
type and send the issue directly through to the city council

Results
When a consumer Master text styles
 Click to editspots something that needs to be fixed, they can use the app to take a picture, select a location and a problem type and
send the issue directly through to the city council.
- Second level
With a combination of GPS and maps users can pinpoint the exact location, providing city workers with all the information they need to
• Third level
identify and > Fourththe reported issue. The intrinsic reward for the participant is that he or she is continuously involved about the status of
resolve level
the problem and the extentlevel
• Fifth
to which the problem is solved.

CCA Awards 2011

BURBERRY CASE 9
http://artofthetrench.com/#

Key facts
Category
- Burberry
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Celebrate the trenchcoat

Initiative in short
The art of the Trench is a website where people, both
consumers as professional image makers, can upload pictures
wearing the trenchcoat. Goal is to create together a body of
images reflecting personal style from across the globe.

Results
Burberry to edit Master text styles
 Clickinvited consumers who have a Burberry trenchcoat to upload a picture of themselves with the trench. This resulted in a website
full of Burberry trenchcoat lovers all over the world.
- Second level
For the • Third level to display themselves originally to the outside world. For Burberry a great way to connect with its brand lovers
participants a way
and to create brand advocates of them. Also check the preview movie by Burberry
> Fourth level
• Fifth level

CCA Awards 2011

Christchurch City Council CASE 10
www.centralcityplan.org.nz

Key facts
Category
- …
•
Launched 2011
Third level
> Fourth level
Audience New Zealanders
• Fifth level

Focus Ideas to redevelop the Central City, after the
earthquake

Initiative in short
The public could send in ideas to rebuild the central city of
Christchurch, which was struck by an earthquake last year

Results
The City Council of Master text styles
 Click to edit Christchurch asked the public to send in ideas to redevelop the central city. The initiative received over 106,000 ideas
from the public.
- Second level
The result is a draft central city plan, which brings together most ideas and proposes a range of projects and tools to ensure that
• Third level
Christchurch can become a strong, resilient and vibrant city again.
> Fourth level
For New Zealanders a Fifth level to influence the redevelopment of the central city, and help to create a strong city again.
•
great way

CCA Awards 2011

ELECTROLUX
http://www.electroluxdesignlab.com CASE 11

Key facts
Category
- Electrolux
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Design competition

Initiative in short
Electrolux Design Lab 2011 invited industrial design students to
create a design for home appliances that consider intelligent
mobility.

Results
The design had to Master text styles
 Click to editoffer personalisation, inspiration and had to keep the heritage of Electrolux. Electrolux received over 1300 ideas, from
over 50 countries.
- Second level
The winning design received a financial reward and an internship offer at Electrolux. A possible long-term win-win situation for the winner
• Third level
as well as for Electrolux. In addition, an original way to recruit talents.
> Fourth level
• Fifth level

CCA Awards 2011

GAMBAS
www.gambas-games.com CASE 12

Key facts
Category
- Gambas
•
Launched 2011
Third level
> Fourth level

Focus A game for blind and sighted co-created with the
target group

Initiative in short
The first game for blind and sighted children was created in
close collaboration with the actual target group.

Results
The game was co-developed and tested with the actual target group. The blind children and their sighted brothers / sisters gave feedback
 Click to edit Master text styles
and closely collaborated with the game developers in the development and testing phase.
- Second level
For the participants the actual reward was to play a game, which had not been launched yet, together with friends who could not play
• Third
games before. level
> Fourth level
The game has alreadyFifth level
•
won several rewards for its innovativeness and strong collaboration with its target group.

CCA Awards 2011

GOOGLE
http://www.google.nl/intl/nl/youtube/lifeinaday/index.html CASE 13

Key facts
Category
- Google
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Design competition

Initiative in short
Life in Day is a historic cinematic experiment that has
documented life in a day, seen through the eyes of people
around the world.

Results
People were edit Master by video, a part
 Click toasked to capture,text styles of their day on July 24th, 2010. From 80.000 clips, 4500 minutes, a director created a 90
minute movie based on these clips.
- Second level
A great • Third level one minute of fame!
way to get your
> Fourth level
• Fifth level

CCA Awards 2011

HEINEKEN
www.heineken.com CASE 14

Key facts
Category
- Heineken
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Call to designers to create a club of the
future

Initiative in short
An open call to the world to design a new concept for a club.
Participants could sign up on a specially developed Facebook
page.

Results
Heineken to edit Master text styles
 Click received 200 applications for the open design explorations initiative. Out of the 200 aplicants, 19 young creatives were selected.
The selected group will be sourcing, sharing and researching their ideas, trying to make the perfect new, pop-up club.
- Second level
The result will be unveiled in Milan during the Salone, in April 2012.
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

HERTOG JAN
www.hertogjandeproeverij.nl CASE 15

Key facts
Category
- Hertog Jan
•
Launched 2011
Third level
> Fourth level

Focus Vote for new beer to go-to market

Initiative in short
The Hertog Jan Proeverij is an one time initiative, where
consumers could taste beer X and beer Y and finally vote for
one of both. Consumers could vote through Facebook, the
website and SMS

Results
Hertog Jan brewed Master text styles
 Click to edit two “forgotten” beer recipes and asked the help of the crowd to choose between one of both. The consumers could
taste the beers in different bars or at the Hertog Jan factory.
- Second level
It was possible to level in a vote through the website, an app, SMS or Facebook. On Facebook alone, almost 26,000 people „liked‟ the
• Third send
initiative. The beer with most votes, called Oerblond, is now available in stores, for everyone to taste.
> Fourth level
• Fifth level

CCA Awards 2011

HONIG
www.honig.nl CASE 16

Key facts
Category
- Honig
•
Launched 2010
Third level
> Fourth level
• Fifth

Focus New generation packaging

Initiative in short
Honig used the platform of RedesignMe Connect, to launch a
challenge where participants could create a new generation
packaging design for the dry mixes.

Results
The community members of RedesignMe were
 Click to edit Master text styles challenged to create a new generation packaging design, which could be used for the dry
mixes of Honig. Honig was looking for a packaging design, which would distinguish them from the currently existing forms of packaging in
- Second level
the dry mixes segment while retaining current functionality.
• Third level
The challenge Fourth level
> of Honig resulted in 54 redesigns. Honig rewarded the six best redesigns with a financial reward.
• Fifth level

CCA Awards 2011

HSBC Bank
www.lab.firstdirect.com CASE 17

Key facts
Category
- HSBC Bank
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Share new ideas for HSBC Bank & test them.

Initiative in short
The platform of HSBC Bank, is actually a virtually lab. Here, all
new ideas of the bank as well as suggestions of customer are
tested. Customers can directly provide feedback to each

Results
The first to edit is all about getting the customer involved. It's a place where customers can view new ideas and test-drive brand new
 Clickdirect LabMaster text styles
first direct innovations before they are released. This way the customer can directly provide feedback and has a say from the start.
- Second level
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

HTC
http://www.battleofconcepts.nl/battledetails.aspx?bid=138 CASE 18

Key facts
Category
- HTC
•
Launched 2011
Third level
> Fourth level

Focus Best way to communicate the HTC Sense
experience

Initiative in short
HTC used the platform of Battle of Concepts, to launch a
challenge where participants are challenged to find a way to
provide consumers a HTC Sense experience, even if they do not
own a HTC.

Results
The community members of Battle Concepts
 Click to edit Master textofstyles were challenged to find a way to give consumers a HTC Sense experience and to get to
know the user interface, even if they do not own a HTC. These experience could occur in the train, at a bus stop, on the beach or on the
- Second level
Internet.
• Third level
The challenge Fourth level 115 concepts. The three best solutions had an impact, which could definitely provide every consumer with a HTC
>
resulted in
Sense experience. • Fifth level

CCA Awards 2011

IBM
http://www.battleofconcepts.nl/battledetails.aspx?m=1&t=2&i=4&bid=153 CASE 19

Key facts
Category
- IBM
•
Launched 2011
Third level
> Fourth level

Focus Design challenge ‘design the new airline kiosk’

Initiative in short
A challenge to design a new airline kiosk (self service check-in)
on airports. 40 concepts were handed in, the winning model won
a financial incentive.

Results
IBM challenged the Master of Battle of Concepts, consisting of students and young professionals, to find a new way for airline
 Click to edit communitytext styles
passengers to check-in. The self service check-in create a new customer experience during the process.
- Second level
The challenge resulted in 40 concepts for IBM. The three best ideas received a financial incentive from IBM.
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

KINGSTON / DYNABYTE
www.usbdesignaward.nl CASE 20

Key facts
Category
Initiator Second level / Dynabyte
- Kingston
•
Launched 2011
Third level
> Fourth level

Focus Contest for which participants are invited to
design a USB key

Initiative in short
USB Design award is an online environment where consumers
post their USB key design. Via the Like button, viewers can vote
for the best design.

Results
For consumers this Master text an environment where they can share their USB key design via the online gallery. By making use of
 Click to edit online platform isstyles
the Like button, each visitor of the website couldvote for their preferred design. The winner received a financial incentive.
- Second level
The winningThird leveldesign was also produced by Kingston Technology as a special limited edition USB key. It is now available in
• USB key
Dynabyte and Dixonslevel
> Fourth stores.
• Fifth level

CCA Awards 2011

LAY’S
www.lays.com CASE 21

Key facts
Category
- Lays
•
Launched 2010
Third level
> Fourth level

Focus To come up with a new flavour for the potato
chips

Initiative in short
Challenge to think of a new chips flavour

Results
In Click to edit a big campaign, inviting
 2010 Lay‟s set-upMaster text styles consumers to come-up with a new flavour for their potato chips. Thousands of ideas were
uploaded on the website. A expert jury evaluated all flavour ideas and selected the three best ideas. All three new flavours were produced
- Second level
in a limited edition pack. The flavour which was sold the most, won the competition.
• Third level
In the Dutch>the flavour, patatje Joppie won the competition, the owner received 25,000 euro and a 1% margin of the profit for his flavour.
Fourth level
• Fifth level

CCA Awards 2011

LIANDER

Key facts
Category
- Liander
•
Launched 2010
Third level
> Fourth level

Focus Create a smart and intuitive energy meter for
households

Initiative in short
Liander used the platform of Battle of Concepts, to launch a
challenge where participants could create a new and smart
energy meter.

Results
 Click to edit Master textofstyles were challenged to create a new and smart energy meter. The meter should intuitively
interact with households, giving them easy access to their energy usage.
- Second level
• Third level
The challenge Fourth level resulted in 76 concepts. Liander rewarded the top 3 with a financial incentive.
> of Liander
• Fifth level

CCA Awards 2011

MEDIA MARKT

Key facts
Category
- Mediamarkt
•
Launched 2011
Third level
> Fourth level

Focus A marketing concept to promote the Power
Service

Initiative in short
Challenge to come up with a marketing concept, which would
cause the Dutch to start using their Power Service.

Results
 Click to edit Master textofstyles were challenged to create a marketing concept, which would cause the customers to use
the Power Service of the Mediamarkt. Now, the services (delivery, installation and support) are communicated on the website and in the
- Second level
weekly flyer. However, this does is not effective.
• Third level
> Fourth level
The challenge resultedFifth55 concepts, from which the three best ideas received a financial incentive.
•
in level

CCA Awards 2011

NS
http://nsforum.uservoice.com/forums/30994-ikchip-ns-reizigersforum CASE 24

Key facts
Category
- NS
•
Launched 2011
Third level
> Fourth level

Focus Platform for chipcard users to bring in new ideas

Initiative in short
Initiative for chipcard users, where they can post new
ideas, questions, or improvements on the chipcard.

Results
Participants can share their ideas and improvements on the use of the chip card. Next to that, they can vote on other ideas that are posted.
NS - Second level their travelers are experiencing the use of the chipcard. They can improve their product based on the ideas of their
can read about how
customers. Third level
•
NS responds to the ideas and let‟s the community know which ideas will be accepted and implemented.
> Fourth level
• Fifth level

CCA Awards 2011

NS

Key facts
Category
- NS
•
Launched 2010
Third level
> Fourth level

Focus A solution to prevent the public toilets to be
molested

Initiative in short
Challenge where participants could find a solution on how to
prevent the public toilets in the trains to be molested with
graffiti and markers.

Results
 Click to edit Master textofstyles were challenged to find a solution on how to prevent the public toilets in trains to be
molested with graffiti. The word prevention is key in this initiative, and asked for some real innovative solutions.
- Second level
• Third level
The challenge Fourth level 97 concepts. The winners came up with a solution which needed minor changes to have a major impact, and
>
resulted in
were rewarded with a• financial incentive.
Fifth level

CCA Awards 2011

PHILIPS – SIMPLY INNOVATE
simplyinnovate.philips.com CASE 26

Key facts
Category
- Philips
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Share innovative ideas with Philips

Initiative in short
Consumers can share innovative ideas for new products with
Philips. The consumer is asked to become (virtual) part of the
R&D team.

Results
On the website of simply innovate consumers
 Click to edit Master text styles can send in ideas for new products, which Philips could develop. For every idea the
participant has to tell something about him or herself and create a story together with his or her idea. Every idea is evaluated by Philips and
- Second level
within a few weeks the participant will know if Philips will include the idea in its product plans.
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

PICKWICK / SARA LEE
www.pickwick.nl/dutchteablend CASE 27

Key facts
Category
Initiator Second level Sara Lee
- Pickwick /
•
Launched 2010
Third level
> Fourth level

Focus Co-creating a new tea blend with 22 Hyves
(Dutch social media platform) users.

Initiative in short
Pickwick has selected 22 of its 162.000 brand fans to help them
co-create a new tea flavor for the Dutch market.

Results
Participants have been invited to write a motivation letter for co-creating a new Dutch tea variant. After being selected, the 22 participants
have been involved in determining the new tea flavor, inventing the tea name, as well as creating the packaging for the tea.
- Second level
Pickwick has selected 22 Hyves fans to join the creative team. Their joint effort has resulted in the Pickwick Dutch Tea Blend which is
• Third level
available in > Fourth level supermarkets.
almost all Dutch
• Fifth level

CCA Awards 2011

PRORAIL

Key facts
Category
- ProRail
•
Launched 2010
Third level
> Fourth level

Focus Innovative bicycle shed for all types of bicycles

Initiative in short
Challenge to design an innovative bicycle shed, which offers
space for all types of bicycles

Results
 Click to edit Master textofstyles were challenged to design a bicycle shed, which could manage all type of bicycles that
drive around in the Dutch. The innovative solution should use the same space as used now for bicycle parking. Future driving solutions,
- Second level
like the Segway, should also be incorporated in the design.
• Third level
The challenge resulted in 62 concepts. By providing feedback, ProRail challenged the best ideas to further improve. The conversations
with the designers helped bring the concepts to a next level.
> Fourth level
• Fifth level

CCA Awards 2011

PRORAIL & NS

Key facts
Category
Initiator Second levelNS
- ProRail &
•
Launched 2010
Third level
> Fourth level

Focus To better inform travellers during major delays
on the railways

Initiative in short
Challenge to come up with a new and better way to inform
travellers about major delays on the railways.

Results
 Click to edit Master textofstyles were challenged to come up with a new and better way to inform travellers about major
delays on the railways. How travelers experience „bad news‟ information was one of the challenges for the community members.
- Second level
• Third level
The challenge Fourth level 90 concepts. The top 3 was rewarded with a financial incentive.
> resulted in
• Fifth level

CCA Awards 2011

RABOBANK
http://battleofconcepts.nl/battledetails.aspx?m=1&t=2&i=4&bid=150 CASE 30

Key facts
Category
- Rabobank
•
Launched 2011
Third level
> Fourth level

Focus how to prevent students to build up a
debt

Initiative in short
Challenge to ask for ideas on how the Rabobank can help
students to prevent them from building up a high student loan
debt.

Results
Rabobank has launched their text styles
 Click to edit Master idea challenge on battle of concepts, where students and young professionals could upload their ideas about
how Rabobank could support students to prevent a high student lown.
- Second level
Rabobank has received 76 concepts, the winning ideas were rewarded with a financial incentive.
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

RICKSHAW BAGS
http://contests.bo.lt/rickshaw CASE 31

Key facts
Category
Initiator Second level Bags
- Rickshaw
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Design your own swagbag

Initiative in short
Consumers could create and upload their dream swagbag. The
three bags with the most votes won the competition, and
received their own designed swagbag.

Results
The initiative of Rickshaw Bags combined product customization, crowdsourcing and social media marketing with their swagbag design
contest.
- Second level
The designs could be uploaded on the website together with small story why that particular bag should win. After that, the bags most
• Third level
shared through social media would win the competition and their own designed swagbag.
> Fourth level
The winning desgin was shared over 100 times in different social media channels.
• Fifth level

CCA Awards 2011

SARA LEE
www.de.nl CASE 32

Key facts
Category
- Douwe Egberts
•
Launched 2010
Third level
> Fourth level

Focus Select a new coffee flavour for Sara Lee

Initiative in short
The process consisted of two phases. In the first phase Sara
Lee and magazine Libelle, selected a group of participants to
serve as an expert panel. In the second phase, the expert panel
selected two flavours, on which the crowd could vote.

Results
In Click to edit Master text styles
 the first phase a group of participants was selected to serve as an expert panel. The panel would write small stories about the tasting
sessions in the Libelle magazine. In the second phase the expert panel selected two flavours, which could be tasted on a major event in
- Second level
the Dutch. On this event the crowd could taste and vote for their favourite flavour.
• Third level
The result of this cocreation is the new Senseo flavour, Bio Selection.
> Fourth level
• Fifth level

CCA Awards 2011

SATURN
http://battleofconcepts.nl/battledetails.aspx?m=1&t=2&i=4&bid=140 CASE 33

Key facts
Category
- Saturn
•
Launched 2011
Third level
> Fourth level

Focus Idea challenge ‘marketing summer promotion’

Initiative in short
Challenge to think of a unique, yearly summer promotion for
Saturn, to improve Saturn brand and sales of IT products.

Results
Saturn has launched their idea challenge on
 Click to edit Master text styles battle of concepts, where students and young professionals could upload their ideas for the
marketing promotion for Saturn.
- Second level
Saturn has received 51 concepts, the winning ideas were rewarded with a financial incentive.
• Third level
> Fourth level
• Fifth level

CCA Awards 2011

SCHIPHOL GROUP
www.schiphol.nl CASE 34

Key facts
Category
- Schiphol Group
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Create the future terminal experience

Initiative in short
Schiphol Group used the platform of RedesignMe Connect, to
launch a challenge where participants could create the future
terminal experience for Amsterdam Airport Schiphol.

Results
The community members of RedesignMe were
 Click to edit Master text styles challenged to create a future terminal experience, which could be used at Amsterdam
Aiport Schiphol. Schiphol Group was looking for fresh ideas on how the passenger lounge would look like and what activities and service
- Second level
would be available to passengers in the lounge, ten years from now.
• Third level
The challenge of Schiphol Group resulted in 125 ideas, the fifteen best ideas were rewarded with RDM‟s, the reward system of
RedesingMe. Fourth level
>
• Fifth level

CCA Awards 2011

SIEMENS
www.studentaward-middleeast.com CASE 35

Key facts
Category
- Siemens
•
Launched 2011
Third level
> Fourth level
Audience Middle East level
• Fifth

Focus Sourcing ideas to build sustainable cities in the
desert

Initiative in short
An online environment where students can share innovative
concepts for a green city in the desert. These ideas will be
funneled thourgh an evaluation leading to a final with 10
finalists.

Results
Siemens to edit Master text for building
 Clickhas received 591 concepts styles a large metropolis in a desert. This contest brings Siemens many innovative ideas for
green cities in the desert. It also serves as a recruitment tool, since finalist have the opportunity to network with Siemens managers and
- Second level
high-level experts. For participants this online platform is a place for sharing ideas on building a large metropolis in a desert. By means of
• Third the finalist will be determined. The ten finalists will then present and discuss their ideas in a live competition leading up to
community voting level
an awards ceremony.
> Fourth level
• Fifth level

CCA Awards 2011

SIEMENS
www.smartgridcontest.com CASE 36

Key facts
Category
- Siemens
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Generating and further developing ideas into
business models to contribute to a more
sustainable Smart Grid market.

Initiative in short
A platform to bring ideas and market insights in competition
but also in cooperation with a large community of Smart Grid
experts around the globe.

Results
Participants can join the global community and
 Click to edit Master text styles contribute with ideas on Smart Grid, like new business models, applications for new
customer benefits, and disruptive technologies. Additionally participants can comment and vote the ideas of the community and get
- Second level
rewarded with attractive prizes, excellent career perspectives at Siemens, or funded collaboration with leading university partners. Siemens
• Third concepts, and has 1 million euro available to turn ideas into innovation, aiming to turn the resulting innovations into
has received 464 level
products, services and solutions.
> Fourth level
• Fifth level

CCA Awards 2011

VOLKSWAGEN
http://www.app-my-ride.com/ CASE 37

Key facts
Category
- Volkswagen
•
Launched 2010
Third level
> Fourth level
• Fifth

Focus Apps and Ideas challenge for a prototype of a
future Volkswagen infotainment system

Initiative in short
The goal of the contest is not only to gain innovative
applications, but also to involve interested users, coders and
developers into the process of developing Apps

Results
Participants can not only submit compiled apps,
 Click to edit Master text styles they also have the possibility to submit ideas for possible apps. Volkswagen has received
399 concepts from their community.
- Second level
A jury selected seven prizes: best apps, idea, best community idea and a student award. Prizes were ranging from a financial incentive to a
• Third level
Volkswagen>car for the weekend or an internship.
Fourth level
• Fifth level

CCA Awards 2011

WRANGLER
http://contest.nextblue.com/ CASE 38

Key facts
Category
- Wrangler
•
Launched 2011
Third level
> Fourth level
• Fifth

Focus Design new Nextblue jeans

Initiative in short
The crowd was asked to send in a video with their ideas and
thoughts for their new jeans design. The most
creativity, originality and amount of likes by others determined
the top 5 finalists.

Results
Everyone to edit Master text video, explaining his or her ideas and thoughts for a new jeans design. A jury selected the most
 Click could create and upload a styles
creative and original ideas and took into account the amount of likes by the public for a design.
- Second level
The result was a finalists top 5, on which everyone could vote again. The winning design is currently taken into production for release this
• Third level
fall. > Fourth level
• Fifth level

CCA Awards 2011

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CCA Awards Crowdsourcing nominees