Anthem Worldwide, the brand development division of Schawk (NYSE: SGK), announced that it helped Lenovo create and launch The Do Network, a new social media-fueled brand engagement platform that empowers the world's "doers" to turn their ideas into action.
Through on-going 90-day cycles, The Do Network encourages people to submit their ideas, form teams and work toward their goals as they tackle the important challenges of our time. There are four different ways to participate in The Do Network -- be a project leader and submit a project, join an existing project team, help mentor teams, or vote for the best ideas. At the close of each 90-day cycle, one winning project will be awarded a $25,000 USD grant to continue working on their project.
Every 90 days a new theme will be introduced, complete with challenges that push "doers" all over the world to do what has never been done before. At the center of this social networking experience are country-specific websites supported by on- and offline advertising designed to inspire "doers" to become involved. Initially, The Do Network launched in Russia, India, and Indonesia and is expected to roll out to additional countries in 2012.
"The Do Network is a great example of a brand not just talking about what it believes, but acting in a manner that brings that belief to life," said Milan Martin, managing director of Anthem's San Francisco-based agency. "Brands need to behave in ways that convince people they're worthy of their customers' attention and money. Lenovo is doing just that -- on a grand scale -- with the creation of The Do Network."
According to Lenovo's Emerging Markets Branding and Advertising Director Joy Li, "Lenovo is committed to igniting the spirit of doers around the world and to creating technology that empowers them to accomplish their goals. For this new platform, we were looking for the best idea -- no matter where it came from -- and the ability to activate it effectively across on- and offline channels. The ability to act nimbly and a commitment to behavior marketing distinguished Anthem from the field of agencies we considered."
Tom Giovagnoli, executive creative director, Anthem, commented, "When approached with the opportunity to pitch this assignment, we recognized an immense opportunity to create a brand experience for Lenovo that went well beyond a conventionally-passive advertising strategy. With this idea, Anthem Worldwide created an experience that put the Lenovo brand directly in the position of empowering doers around the world and making them the story."
The Do Network's initial call to action focuses on the theme of invention and asks "doers" to invent a better tomorrow in one of four categories:
Portable Education: Design a "classroom in a box" that can be sent to remote areas where a quality education is lacking.
Traffic Jam: Create a new solution to the ever-growing issues of gridlock and traffic congestion.
Products=Progress: Invent a new consumer product designed to make a positive impact on the world around you.
Wildcard: Anything goes.
As of January 12, the last day for submissions in the first 30 days of the initial 90-day cycle in Russia, India and Indonesia, more than 1,000 projects were submitted. People can vote for their favorite projects January 12 through 25 and select their favorites from the Top 10 finalists January 26 through February 12. The winner of the $25,000 USD grant will be announced on March 1.
The home pages for The Do Network in India, Russia and Indonesia respectively are: http://donetwork.lenovo.com/ru/index, http://donetwork.lenovo.com/in/ and http://donetwork.lenovo.com/id/index.