Crowdsourcing
Creativity
INNOVATION
i.i nr.
i i i r.
Spotlight on
Seniors
Launched in April 2012, HEINEKEN's Ideas Brewery is an open
innovation platform designed to gather ideas from creative brains
around the world. Ellen Bark, Innovation Program Manager, talks
to World of HEIN EKEN about the latest challenges that have put
the spotlight on seniors.
Innovation is increasingly important for
HEINEKEN's growth," says Ellen. "In 2010, we set
an ambitious target to double our innovation rate
by 2020. To reach this goal, we needed to make some
changes to our existing ways of working. One of these
changes was to tap more into the expertise and creative
brains of people around the world. The HEINEKEN Ideas
Brewery was one of our solutions to enable this open
innovation approach."
The HEINEKEN Ideas Brewery platform runs one
challenge at a time. To date, these have included
contests relating to sustainable packaging and new
concepts to enhance the draught beer experience.
"Today's social media culture now gives us a way to
access the expertise of thousands of people. The
HEINEKEN Ideas Brewery is all about spreading our net
wider, tapping into new talent and combining it with our
own expertise. This will enable us to generate bigger,
better, and faster ideas."
One entrant provided
creative advertising ideas
for targeting
'social seniors'
Edition 2 2013 World of HEINEKEN
37
