CROWDSOURCING
KATA DREAM BAG CHALLENGE
 

Wisdom of the masses might be an old trick,

but it's a highly effective one.

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When I joined Kata - one of the world's leading camera bag manufacturers - I was looking for an idea for an original marketing project that would generate significant media buzz. In addition, it was important to me that the project be cross-organizational in order to create enthusiasm and connection between the company's marketing and R&D teams.

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The idea I came up with was a product design competition called KATA DREAM BAG CHALLENGE, in which we approached designers and students all over the world and challenged them to come up with their idea for the ultimate camera bag.

The winning idea - which would be chosen by an international panel of judges - would award its developer with a valuable prize and the right to realize his idea as a real product - which would be created by the company's development department.

We sourced valuable awards from various sponsors, gathered a team of judges, built a website and set off with a modest campaign.

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The results were amazing:

we received over 1200 ideas for camera bags. Some were truly revolutionary. The development department received a wealth of ideas and insights, the company gained a lot of exposure and the project was reviewed on countless sites.

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It's worth watching the attached video to see the whole story.