Concept development for the Eurovision Song Contest in co-creation with 100 Dutch citizens

Due to the victory of Duncan Laurence at the Eurovision Song Contest in Tel Aviv, the Netherlands will host and organise the event again in 2020 after 40 years. A renewed concept in which The Netherlands recognises itself and that positively surprises the rest of Europe, were the first thoughts of the organisation. Thus, they decided to involve more than 100 Dutch people, the so-called ‘’Magic 100’’. Strategy firm Fronteer supported and facilitated the co-creative process.

Collaborate or Die

With the motto “collaborate or die”, Fronteer develops future strategies and innovative concepts for its customers. ‘’Alone you are simply not going to make it anymore. To be future-proof you have to co-create with stakeholders, consumers and experts,’’ says Leonie van Mierlo, project leader and strategist at Fronteer. The contest team of producers wanted to realise an enhanced concept compared to previous editions, and decided that they needed extra brain power. Fronteer was asked to guide this creative process.

To be future-proof you have to co-create with stakeholders, consumers and experts,’’ says Leonie van Mierlo, project leader and strategist at Fronteer. The contest team of producers wanted to realise an enhanced concept compared to previous editions, and decided that they needed extra brain power. Fronteer was asked to guide this creative process.

Co-creating with the Magic 100

After organising a purpose workshop to clarify the scope of the challenge, Fronteer started to question and hear the “Magic 100”. This is a group of 100 Dutch citizens and thought leaders such as Kim Putters, Howard Komproe, Anna Nooshin, Simone Weimans, Karin Swerink, Alexander Klöpping and Emma Wortelboer.* Participants were reached through street interviews (consumers), telephone interviews (key figures from Dutch music, culture, politics, fashion and media) and co-creation workshops (experts and thought leaders specialised in relevant parts of the format). The last creative workshop took place in the hosting city: Rotterdam.

“The power of expert co-creation is to bring people from various industries together, in this case especially we want to involve sectors outside the television world, and invite them to collaborate. The magic happens during the co-creation where different perspectives are combined. We use that input to develop an appealing advice.” 

Leonie van Mierlo, senior strategist at Fronteer

The “Magic 100” was asked to think along how the contest could be better and different than the years before: more attractive, inclusive and how to involve and engage viewers more actively before and during the event to leave something positive behind. Currently, Fronteer is finishing up the last details for the 2020 concept, which will be presented to the EBU (red. Europese Radio-unie, European Broadcasting Union) in early September by the team of producers. 

*A grip from the people involved as “Magic 100”:

Sjoerd Raaijmakers (Vice NL); Karin Swerink (LINDA.); Anna Nooshin (influencer); Frits Huffnagel (Castro Communicatie); Kim Putters (Sociaal Cultureel Planbureau); Howard Komproe (Cabaretier); Alexander Klöpping (Blendle); Bo The (Boomerang Create); Lucien Spee (Stichting Amsterdam Gay Pride); Sil Geurtsen (EndeMol Shine); Rick Brink (Minister van Gehandicaptenzaken); Berna Toprak (Women Inc.); Emma Wortelboer (Yung DWDD); Nicky Bruining (FunX); Tim Vermeulen (Dutch Design Foundation); Conrad van Tiggelen (NBTC Holland Marketing); Chris Heijdenrijk (Sail 2020); Simone Weimans (NOS), Lanette Lanting (Kinderraad).  

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