Interview With Castle Lager Brief Winner - Dylan Ferguson
Daniel Neville
Calling someone to let them know they have won something, let alone $4000 for a Idea, has got to be one of the greatest feelings in the world - you kind of feel like you are winning a prize too, ok maybe that's just me.
So let me set the scene; it's a rainy Monday morning, a really bleak day. I pick up the phone and dial Dylan's mobile phone. It rings once or twice before Dylan answers, “Hello Dylan Ferguson”. I introduce myself, Dylan replies: “Hi how can... Wait where did you say you were from?” Me: “Idea Bounty, congratulations you are the winner of the Castle Lager brief!”....silence... Me: “Dylan?”
Honestly the best stunned silence I've ever heard. After the idea of winning $4000 sunk in, we did manage to grab a chat with Dylan. Check it out below.
I have to begin with asking you exactly what was going through your head when I called you with the news... You honestly pulled off the best stunned silence I've ever heard!
Truth be told up until that point I was having a slightly tough day and it took a few moments to register that this was in fact a good news phone call, a very, very good news phone call. I was astounded. It felt like I had been going full tilt in reverse and then suddenly somebody clicked me into first.
So you were referred to Idea Bounty by your friend Shaun Stemmet, what made you decide to submit an idea or did the SAB brief spark a fire in you that you couldn't ignore?
Castle is a great South African brand which easily sparks a bit of inspiration. If you add that to the opportunity that Idea Bounty offers to stretch the mind strategically (not to mention the potential $4000) it's all the motivation you need.
We assume that you have no problem with Crowdsourcing, (since you submitted an idea) what do you think it will take before the idea of mass collaboration will become standard thought for big brands?
I think it’s about a realisation that just because a company holds the right to a logo it does not mean you own the brand. At the end of the day brands are owned and validated by their users and all too often companies try to dictate to people what they are all about and then forget to follow though. Very silly of them I think.
Any plans for the $4000?
Right now it’s a trip overseas, or a down payment on a new car, or 169200 Chappies… that’s a lot of ‘Did you knows’!
What was your process for tackling the brief and what do you think gave you the advantage?
Well I started thinking about how everyone could win and more importantly win together and not just the traditional one person or a select few. I know that when I get involved with any promo I need to know that I have a slightly better chance than the Lotto, I wonder what Saturday’s numbers were…
How long did you spend on your idea? Was it a long process of thinking or was it just one of those light bulb moments?
The initial idea was quite light bulb, but I spent a week or so adapting it into a workable concept. The empirical research was tough, lot’s of soccer and beer hours… I’ve been doing it for 8 years now and finally my ship has come in.
Are you a beer nut or a soccer nut or both?
Would you ask a father which child he prefers more? Jeez!
Your idea “Castle Score” was a brilliantly simple and effective idea for bringing together supporters and Castle, are you confident that South Africa will pull together for the World Cup? Are you looking forward to it?
Can’t wait! I have no doubt South Africa will host and amazing event and I do think that as a nation we will all pull together. I think we all need a bit of a push, but yes I do think we will all pull together.
As someone who pretty much spends his life working on brands, what are your thoughts on brands getting noticed and staying noticed online?
In my mind it’s about building relationships instead of ticking marketing boxes. Sure box ticking is measurable but is it really important? I am a big fan of Seth Godin and believe very much in his mantra of: Anticipated, personal and relevant.
If you had to tattoo a brand name or logo onto yourself which brand would you choose and why?
A great big All Gold Tomato Sauce logo across my face... seriously would you risk contaminating your burger and chips with anything else.
Congratulations again to Dylan, we really hope you enjoy that $4000!
Comments
Gorgeous!!!Splendid!!!
I´m so happy for you, Dylan!!
Love from Germany,
Gabsi
Well done Dylan! Will idea bounty be posting the winner's idea so we can see it? If not now, at least after the client launches it?
What a star!
Well done Dylan.
Watch this space - this lad is sure going places!
@Kate Elphick. Thanks, well done to Dylan again!
@John. We would love to show you the winning idea, unfortunately we can do this until it has been executed by Castle, they own all rights to the idea and as such they choose when we all get to know about it! As soon as the campaign is carried out we will defiantly be letting you all know!
Wow Dylan! this is amazing! Congratulations on a wonderful achievement.
Doreen
Congratulation, Dylan.
I just have one comment to the organisers as it came to my attention that Dylan works for the agency that is the agency-of-record for Castle Lager.
I'm sure Dylan's idea was indeed a very good one, but I feel it poses a conflict of interest if any of the participants of this "competition" have potential access to insider information.
That would certainly not be fair to others who put in hard work. People who are directly and/or non-directly affiliated with the client and/or agency that handles said client should be excluded from Idea Bounty's call-to-entry for obvious reasons that might have been omitted in this case.
Hi Stanley,
Interesting point you raise. Briefs on Idea Bounty are not briefs the agency of record will be exposed to - this would mean duplicate work and cost to our clients. All information needed to answer the brief is part of the brief itself, so anyone answering has equal opportunity.
Well done. The Institute of Marketing Management is on the verge of re-establishment in South Africa. Will forward your achievement to them.They could do with members of your calibre. Congratulations, 11 out of 10
Hi Matt.
Thank you for your reply.
As fully I understand that the agencies of record do not receive the briefs for the reasons you've mentioned, I still feel that employees of those agencies should not be eligible to particpate on your assignments. Their work environment provides them an advantage over everyone else participating by potentially accessing non-disclosed information from their employers. So unfortunately, I have to disagree with your comment that anyone answering has equal opportunity.
IdeaBounty is still an interesting propositon, but I hope you address these changes going forward to give
Hey Stan. I think you've got some good thoughts and I'd like to take them on board. Mail me : matt@ideabounty.com
Lekker man, thats awesome! Liking the idea...Just wish I could've won it, lucky bastard!
congrats to the lucky winner.
castle u go boys i like a castle party.
Hey Matt,
I disagree with Stan. Any exclusion would negate the reasons for crowdsourcing. I smell sourness. I think more to the point is that a professional that knows the brand well did the best job. It kind of flies in the face of crowdsourcing advertising ideas (opposed to working with someone/agency that knows your brand well), but at the same time I am absolutely positive that Castle's ROI on this would be heaps better than if they had gone the traditional route.
Kate Elphick on 22/05/2009
Great interview guys.