idea, they say, can germinate from anywhere. It is said that in the 1960s, NASA scientists were working hard to invent a pen that would work even in space. The Russians, on the other hand, used a pencil while their American counterparts spent time and money cracking a pen that worked in space!
Similarly, creative ideas cannot be restricted to advertising agencies. Even consumers can at times come up with a brilliant idea. At least, confectionary major Perfetti Van Melle (PVM) India believes so.
PVM, which is known for its quirky and funny advertising, is using an online platform to get ideas for Alpenliebe Lollipop's packaging and its product display in retail outlets and local stores.
The company decided to skip the traditional way of calling different advertising agencies to present their ideas. Instead, it chose to use BootB.com, where agencies or individuals from across the world can respond to PVM's creative needs.
In fact, not just PVM, any client with a creative need - small or big - can now scout for and evaluate creative solutions through an online pitch by leaving a brief on BootB.com. So, what actually is BootB.com? It is a an online marketplace for the creative services industry, wherein anyone anywhere can respond to the creative briefs of major companies and be paid professional fees for their ideas. This means that besides advertising professionals and ad agencies, even individuals can chip in with a solution they think fit. Besides Alpenliebe, other brands that have so far registered on BootB.com include Lego, Peugeot, Ferrero, Grazia and Auchan.
For PVM, which keeps exploring unconventional ideas and media, this is just another way to try out a new thing. Sameer Soneja, head, marketing, PVM, says, "BootB is something really new and seems like an interesting concept. As a rule, PVM is always game to look at ideas that are out of the box. And BootB is a platform which may help us fetch unique ideas."
The brief left by PVM on BootB.com says that there is a need to re-look at Alpenliebe Lollipop's packaging to get prominent display at shops and retail outlets. Creators have been asked for alternate dispensing and visibility options for Alpenliebe Lollipop in all kinds of retail outlets. The solution can be given in both Hindi and English and the advertising budget is $10,000 (approximately Rs 400,000).
So will this model be a threat to traditional advertising agencies or creative boutiques at any point of time?
R Balakrishnan (Balki), national creative director, Lowe India, says, "A platform such as this has its share of merits and demerits. It is extremely difficult to leave a brief on an online platform. But clients can actually benefit from it as ideas can come from any place. Rest assured traditional agencies have nothing to fear as BootB.com cannot replace the regular and traditional pitching process."
BootB.com has Martin Lindstrom - considered to be among the world's primary branding experts - as adviser. The BootB concept is the brainchild of Pier Ludovico Bancale.