I have been wanting to write about this since I first saw the Lays Ad campaign featuring Saif Ali Khan. Do you remember the artist tattooing kareepatta on Saif’s hands ? That lays Ad has impressed me a lot – It is actually much more than just an advertisement.
This is probably the first time that I am seeing Crowd-Sourcing done in main stream advertising at such a large scale.
I am sure you have already seen this Ad, but if you have not already here is a video of that lays commercial.
If you actually see, this Ad works on different levels – It uses Tattoo as a medium to get across the message (also, because of his famous Kareena Tattoo ) of different Lays flavours, but the heart of this ad is – Crowdsourcing.
It is asking Indian consumers to suggest new flavour Ideas for their Chips – and in return they are offering whooping Rs. 50 Lakhs ! and it does not stop at just that – they are also offering 1% commission on sales of chips of that flavour. Now, it is actually life-made for person who takes that coveted prize.
There have been many instances earlier where companies offer prizes, but none of them have done it at this scale. The big prize money ensures that consumers will participate in large numbers.
Going by the current entries received – close to 800,000 – the Ad campaign has already succeeded in creating a big buzz. Imagine, so many people from diverse backgrounds working to create different flavours for their chips. They are bound to have, not one, but many winning flavours.
Crowd-Sourcing does not stop at collecting the flavour ideas, but even the best flavour will be decided by consumers. Of all the entries received, 4 of them will shortlisted by panel of judges and these will be launched in the Market. Eventual winner will be decided by consumers, who will vote for the best flavour.
While the four selected entries will each win Rs 5 lakh, the winning flavour, which will be launched by the end of May 2010, will fetch the entrant Rs 50 lakh and 1 per cent of the sales turnover.
I am sure we will see many such campaigns getting launched in coming months which use power of crowd-sourcing.
This is crowd-sourcing done perfectly ! what say guys?