INNOVATION Understanding the Aging Population This year saw the launch of the third challenge. The '60+ Insight Challenge' encouraged creative people around the world to film, photograph or document their observations on the lifestyles and preferences of the 60-70 age group. "In many parts of the world the population is aging. We know relatively little about this older group," explains Ellen. "By crowdsourcing global insights using The Ideas Brewery we have the opportunity to better understand them, and develop propositions that better cater to their existing needs." Almost 60 entries were received during the three-month submission period. A HEINEKEN 'challenge team,' made up of individuals from across the business, short-listed 10 entries before an official jury of internal and external experts deliberated on the winners. Three entries that showed the greatest insight, creativity and relevance for HEINEKEN were awarded a share of the $10,000 prize money, including overall winner Marie Cecile Schouwenaar who revealed a multitude of observations about a new generation of 'Social Seniors'. From Insight to Innovation The '60+ Insight Challenge' was also used as the basis for the next Ideas Brewery challenge. The '60+ Beer Idea Challenge', launched in April, invites innovators to share new beer concepts for 60-70 year- olds, based around the main themes arising from the '60+ Insights Challenge.' "We chose to focus this new challenge on the three strongest themes derived from the '60+ Insight Challenge'," explains Ellen. "The first theme is about the importance of quality above quantity, the importance of time well spent. The second is learning and rediscovery, which relates to the importance of staying relevant. Finally, this generation has more time for social activities. We asked all entrants to keep one of these three in mind when developing their submission and to outline a beer concept including the product, the packaging and the serving experience." Once the submission period is over, six runners-up will be invited to Amsterdam for a three-day workshop to enhance their concepts together with HEINEKEN experts. "Bringing these ideas to the next level together with HEINEKEN is already a big incentive for the participants," says Ellen. Following this co-creation opportunity, the ideas will be presented to a Jury of external and internal experts who will chose the winning concept. Real Solutions The intention is that this project, in combination with wider research into senior consumers, will deliver real solutions that better meet this groups needs. "At any point, our customers can also get involved," adds Ellen. "The challenges are open to everyone. For our previous draught challenge, for example, we actively reached out to people working in the beverages industry. 'Creative minds' doesn't necessarily refer to only industrial designers or art schools; it can be anyone who has a good idea." So far, The Ideas Brewery has generated a large number of useful insights. "The innovation process takes years, not months, and only a very small number of ideas make it. But, you only need one or two great ideas to be successful," says Ellen. Watch the 60+ Beer Proposition The 60+ Idea Challenge doses at the end of June. Look out for information on the winners, teaser movie or submit your own entry, by visiting 38 World of HEINEKEN Edition 2 2013

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World of Heineken | 2013 | | pagina 38