In the last 4 years Lenovo significantly expanded on the worldwide market. Following acquisition of IBM PC division Lenovo established itself as one of the key power players of the PC industry to be reckoned with. In Russia Lenovo grew from less than 1% of the market share to the top 5 companies. Lenovo achieved 10% market share in third quarter of calendar 2011. Following this success Lenovo needed to position itself as a company that is able to meet the new demands and expectations for her from a general consumers and establish the base for attacking number one position both worldwide and on the markets including Russia.
General project overview
For Those Who Do (FTWD) is Lenovo's communications campaign targeted at increasing Lenovo brand profile among the most active people across the world. Named as "Doers" the constitutes from students, entrepreneurs, artists and everyone who tries to push the limit and enrich our day-to-day experience. FTWD campaign aims to strengthen Lenovo's brand perception as it expands beyond its PC leadership. Lenovo's brand positioning revolves around the concept that Lenovo creates tools for "Doers", people who see technology as an integral part of their lives, and for whom technology is a tool to help them achieve their goals. Instead of being seen as yet-another-PC-maker, Lenovo positions itself as a DO company that is focused on action and provides tools that ignite human accomplishment.
FTWD campaign launch in Russia
Russia was one of the first markets where FTWD campaign was introduced to the general audience in an attempt to drive Lenovo brand recognition and consideration rate in consumer segment as well as support Lenovo sales growth in the region.
The "DO" aspect was introduced to all elements of Lenovo marketing activities in Russia, from communications to advertising, from website design to the packaging of the PC products. An extensive advertising campaign highlighting FTWD philosophy and how Lenovo machines help Doers to achieve their goals was introduced in Russian media followed by public relations campaign that was defined as the key activity as it allowed to implement and highlight “DO”-character of Lenovo new brand image to media and consumers in the most active form possible. To promote the new strategy the following communications activities were conducted:
• FTWD launch
FTWD was launched to media in August 2011 with Lenovo marketing SVP and other corporate top speakers. Event gathered more than 100 journalists making it the most attended Lenovo media event in history. At the event journalists were able to feel Do approach first-hand. Instead of doing a series presentations Lenovo suggested them to participate in a series of creative activities like mixing music on a DJ-pad, creating their own unique designs for t-shirts and PC covers as well as playing active outdoor sports on a motion sensor gaming console. This let the journalists to experience what it's like to be a "Doer" and established a strong media perception of Lenovo's new campaign.
• Product launches
Following FTWD introduction all Lenovo's product launches incorporated campaign messages and principles. For example at a ThinkPad X1 launch journalists were able to experience notebooks key features through a series of activities and tasks highlighting them. X1 processing power was featured in a contest where journalists had to finish jigsaw puzzle on time. Orienteering contest highlighted X1 GPS features, etc. X1 was implemented in all of the activities so journalists were able to use it to help them to pass the tests. At the launch of new ThinkPad Edge series Lenovo cooperated with small-and-medium business owners who shared their experience of using Lenovo PCs in their day-to-day work.
• Do Network launch
Do Network is Lenovo’s global project targeted to inspire people to take action and turn their big ideas into positive outcomes. The focal point of the Do Network is an online space where like-minded creative individuals can unite to share and discuss ideas that they are passionate about, and to form project teams to develop these ideas into workable and concrete plans. The Do Network also serves as a platform to connect these project teams to other people in the community who can provide advice and lend their skills and expertise.
Being a company that empowers the communities with the best tools, technology and resources Lenovo organized and educational DO Conference in December 2011. Event combined around 80 most active students from the leading Moscow universities and speakers and guests from a broad range of companies, media and NGOs. Business and social “doers”, people who implement new ideas and strategies trying to expand the frontier in their respective fields, shared and discussed with the guests of the event how they together can push Russia forward and what it takes to be a successful innovator.
• Special projects
Lenovo associates itself with projects that embody the “Do” spirit and philosophy. For example company sponsored Russian alpinist team climb at K2, second highest mountain in the world. The climb is expected to finish in early 2012.
Following FTWD implementation Lenovo successfully established itself as a new international company that targets the most active users and provides them with the technologies to unleash their potential. Lenovo not only increased its voice in the media market but also continued its strong sales record reaching new record heights:
• In 2nd quarter of 2011 calendar year Lenovo was named third-largest PC vendor in the world. In the next quarter Lenovo reached number 2 position on the worldwide PC market with highest-ever 13.5% market share. In 3rd quarter of 2011 calendar year Lenovo’s worldwide PC shipments grew 35.8 percent year-over-year, seven times the PC industry growth rate of 5.0 percent worldwide for the same period.
• Lenovo significantly increased its market share on the PC market in Russia, from 7.1% to 10.7% in second and third quarters respectively.
• Following FTWD campaign rollout Lenovo brand consideration rate increased significantly in consumer segment, from 12% to 18%.