The most crucial element that contributes to a brand’s success
and longevity in today’s competitive era is, streamlining the process
of idea management and open innovation. In the recent past, we have seen
numerous creative initiatives taken by the mobile and telecommunication
brands in terms of compelling advertisements, online PR and branding
campaigns and many more. The objective behind all this is to deepen
their audience connect, that would result in better revenue, goodwill,
positive word of mouth publicity and solutions to business concerns.
Leading mobile giant Nokia sought help from the
process of open innovation sometime back. The famous Nokia tune known as
“Grand Valse” is one of the most recognized tunes in the world.
However, the brand wanted to come up with a fresh version of the same.
For this, Nokia launched a global crowd sourcing competition encouraging
people to create a new tune to be included in their 2012 product
portfolio along with the original tune. This competition witnessed the
creative inputs from young composers and musicians who used instruments
like pianos, ukuleles and trash cans to come up with a contemporary
version of the iconic Nokia tune initially launched in 1994. A panel of
judges were assigned to select the best tune that was original,
expressive and was distinctly the Nokia Tune in a remixed format.
anyone have imagined that the latest Nokia Tune that audiences listen
to all over the world has been contributed by one of them? Perhaps a
decade back such an initiative would have been a rare phenomenon. Today
the story is diffrent. Mobile and telecom brands have realized that the
audience at large is their biggest source of ideas. Even an average
person having zero experience on how the telecom sector functions can
come up with a revoluationary thought that can enhance an organization’s
productivity and brand recall value exceptionally.