联想-《上场》

创意说明
Idea description
挑战
Challenge
联想提出“智慧中国”战略，从PC硬件商转型智能服务，以此为各行各业赋能，但公众对此认知普遍较低。如何利用东京奥运的重大节点，来做出有效信息传播，同时激发公众共鸣，成为传播的艰巨挑战。况且联想并非奥运TOP赞助商，怎样在在竞争激烈的奥运营销中脱颖而出？
Lenovo has adopted the strategy of “Smart China” to transform from PC hardware provider to intelligent services provider, thus empowering various industries and sectors. However, a large number of people are not aware of it. The major challenge of film dissemination is how to take advantage of the milestone of the Tokyo 2020 to effectively spread information among the people in the backdrop of misconception spread among them. In addition, Lenovo is not the Olympic Partner (TOP), so how can it stand out in the highly competitive Olympic marketing?

洞察
Insights
赛场不只在奥运，为国争光的也不仅仅是运动员。我们提出一个强烈的共鸣：是国家的一员，就是国家队的一员，场内场外，没有谁是旁观者。
The Olympic Games is not the only field of sports, and the athletes are not the only group wining honor for the country. A strong shared feeling that we come up with is: that as long as you belong to the country, you are the members of the national team. Whether on or off the field, no one is just an onlooker.

执行
Execution
我们让联想与女排共同上场，通过郎平的赛前动员喊话，一语双关，既鼓励女排姑娘，也是在激励各行各业的人们。让女排精神，超越体育本身，成为中国崛起的精神象征，激发每个人从各自的位置「上场」，发挥聪明才智发光发热。
We had Lenovo staff and the women's volleyball team play together. Lang Ping, the head coach of China Women’s National Volleyball Team, gives a pre-game speech.Her speech not only motivated the volleyball team but also people from all walks of life. The team spirit of the National Women's Volleyball Team goes beyond sports itself. It represents the spiritual symbol of China's rise, inspiring every one of us to “take the field” and give full play to intelligence for excellent performance in our positions.

结果
Results
「上场」上线首日，即被人民日报置顶推荐，全网话题量突破29.6亿，话题迅速登上微博热搜，引发各大官媒和自媒体自发二次传播，数十万条用户留言发出各自行业的「上场」宣言，这也让联想的品牌形象站到新的位置。
On the first day of its release, "Take the Field" was recommended by the People's Daily in its top blog post. The topic soon became one of the “hot searches” in Sina Weibo with more than 2.96 billion debates across the network. Major official media and We media forwarded the topic spontaneously, and hundreds of thousands of users in various industries and sectors sent messages of declaration of “taking the field”, which elevated Lenovo’s brand to a new level.