The Campaign

In 2012, Lenovo launched the global campaign 'For those who Do', in which Lenovo encouraged people to become Doers who are bold enough to innovate and venture. However, Chinese people are reluctant to become 'doers' because many people think that they are not serious. We aimed to change people's view of doers and encourage them to become 'doers'. Maverick, adventure, failure are taboos for many Chinese. They prefer to stay unchanged and live 'a happy life', and surely expect to be rewarded without significant investment. So our our idea is to make 'Doer' to be a surprise. From September 2013 to January 2014, 'Innovator seeding plan' campaign was initiated. Participants will get huge online attention once they provide their brilliant ideas. They have the opportunity to put their ideas into practice and gain from that. The brilliant part of this campaign is we managed to help people experience the real joy of Doer in an easy and convenient manner through network, workshop and business operation, which will help arouse the identity of the spirit of innovation and adventure promoted by Lenovo. About 50,000 people participated in the campaign and contributed around 100,000 works, drawing eyeballs of over three hundred million people. Number of online search for this campaign has exceeded the total number in 2012, making it the hottest topic in China's Internet in 2013.

The Brief

For Lenovo's role of providing consumer electronics for the mass, the fundamental objective of the Campaign is to make people to be happy to become Doer, and grow love of and trust in Lenovo.

Results

About 50,000 people participated in the campaign and contributed around 100,000 works, among which 3 were successfully commercialized. The official website received 6.3 million UVs (Unique Visitor), and about 2.3 million comments and shares were created by netizens, drawing attention from over three hundred million people. Related online articles or information amounted to 3,641, and Weibo posts of 11,650,000, making it one of the hottest topics on China's Internet in 2013. The number of search for Doer through Baidu, China's authoritative search engine has exceeded the total number of 2012.

Execution

At initial stage, ideas were collected through offline event exposure, including: September 23, 2013: launch ceremony in Beijing, with presence of Lenovo IDC, Porsche Design Studio, Alex Wang, and celebrities and media in sci-tech, design, and fashion. On the same day, the official website for the campaign was launched. September 23 December 23, 2013: collection and evaluation of ideas in intelligent electronic device, intelligent home appliance, visual digital design, and innovative costume design. January 11, 2014: launch of kick starter cooperated with Taobao, with top 10 works open for funding and reservation. January 15 17, 2014: gathering of outstanding innovators in Beijing Makerspace, China's most powerful innovation platform to design dream tablet. January 18 22, 2014: public exhibition of 44 excellent works and dream tablet, with jury, 44 innovators, and most power media of sci-tech and fashion attending the award ceremony.

The Situation

Lenovo defines Doer as people brave to innovate and adventure, and hopes to use the Doer concept to communicate the young and innovative brand image of Lenovo. Chinese people are unwilling to become Doer, which in their eye means goofing around. This impacts people's preference over Lenovo. How to turn around most Chinese people's stereotype against Doer throws down a great challenge for Lenovo. Even though Chinese people dislike failure and adventure, they have an immense love for things paying back short after investment. This is exactly where the opportunity is.

The Strategy

Internet, Workshop, business operation and other methods are applied to help people directly and conveniently experience the joy of innovation, and invite people around to join in. Meanwhile, rewards set in the official website stimulate netizens to spontaneously generate original idea and interact with the idea, which expands the influence.