Co-creation and user generated ads for 24h Translations
Co-creation is a perfect way to engage consumers in
your brand or advertising campaign. The best example of co-creation
is LegoFactory.com,
where consumers help Lego to create and market
successful products.
Co-creation
can also be used in advertising. Customer
engagement and
online
interaction
are much more effective ways to reach and influence your target
audiences than interruptive TV ads.
Novocortex used co-creation in the online
marketing campaign for
24hTranslations.com. 24h Translations offers online translations for
discount prices. Novocortex developed the communication theme
illustrating how expensive words can be. For instance, the US spent
$413 billion on democracy in Iraq, but you will pay only 10 cents to
get this word translated.
Then, we invited potential customers to send us their own expensive
words. We posted our invitation on weblogs for marketers and sales
managers, the target group of 24h Translations. The invitation
generated
buzz around the brand and draw attention of about 40.000
consumers. The best concepts were used in user generated banners
and
posters.
Click here to view
the banner co-created with consumers. And see examples of other
'expensive words' that have not made it to the banner (on your right).
Read
how user generated ads helped Rabobank to sell 1.000 Rabo PinBoxes
within 5 months