Bust the Myth – « Great Ideas Must Come from The Target Market »

The eYeka community of creative consumers helps Consumer Market Intelligence professionals infuse fresh creativity into marketing challenges, upstream in the NPD or campaign development process. Clients often challenge us on one of our core principles: great ideas come from anywhere.

At eYeka, we live the ‘global village’ phenomenon every day, but we decided to dig into the statistics for all the eYeka contests completed in the last 3 years. We are delighted to confirm that 92% of eYeka contests have been won by a Creator living in another market. That means a minority of 8% of eYeka contests have been won by locals.

Cultural differences, but also talent, passion, and an individual’s life experience impacts Crowd Creativity. eYeka is pleased to know, beyond a reasonable doubt, that great creative ideas do indeed come from anywhere!

 

We’d like to introduce you to 3 contests that illustrate our findings:

NESCAFÉ Mixes for Young People

NESCAFÉ asked the eYeka community to innovate on the NESCAFÉ Mixes experience to enhance the consumption experience for young Southeast Asians.

The winner was a 19-year-old creator from Mexico.

 

Tea for the new age Chinese Millennials

When Lipton launched a contest on eYeka to design bold packaging for Lipton China’s new range of traditional tea for Chinese Millennials, three creatives from USA, Russia and Belarus won.

My Dream Bank Branch

When the French bank Crédit Agricole launched a contest on eYeka to gather creative ideas on « the branch of the future », an Argentine Creator won the first prize, despite 20% of entries coming from France.

 

Why limit yourself to the Creators “next door” when you can brief the world on eYeka, and receive their fresh creative ideas for product innovation, communications, packaging and more in 2 to 4 weeks!

Let’s discuss!

About Yaoqi Lai

Yaoqi works as a Junior Strategic Planner and Marketing Strategist at eYeka, where she helps us spreading the message about crowdsourcing and creativity. She is passionate about branding, marketing and design.
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