Collective Creativity

Tapping the Crowd

Gummy bear flavors have been crowdsourced. Source: DPA
Gummy bear flavors have been crowdsourced.
  • Why it matters

    Why it matters

    Crowdsourcing could offer German firms a new and better avenue to develop fresh ideas.

  • Facts


    • Creative crowdsourcing involves posting commissions on online platforms.
    • A Berlin postal company developed a logo and brand for €8,500 ($10,500).
    • Big companies such as Haribo, Henkel and Kärcher have also turned to crowdsourcing, with mixed success.
  • Audio


  • Pdf

Delivering the mail is rarely considered a sexy job. Normally, the postman is only ever noticed when he fails to show up.

This made the task presented on the Internet platform Jovoto particularly tricky. The cry for help came from Berlin-based postal services firm PIN Mail: “Develop a fresh image campaign depicting our letter carriers as daily heroes.”

It was a challenge typical for many mid-sized companies that don’t have the same resources as big firms for an ad campaign. PIN had previously done all of its marketing in-house, but often “there wasn’t the time to be really creative for the company,” said PIN marketing director Maresa Puls.

The solution was to turn to outside help for the project via crowdsourcing, which is used by roughly 19 percent of all German companies, according to the Alexander von Humboldt Institute for Internet and Society in Berlin.

Want to keep reading?

Subscribe now or log in to read our coverage of Europe’s leading economy.