Feel "The Power of Words" from Haier's Global Slogan Contest

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Jul 03, 2013, 06:38 ET

GUANGZHOU, China, July 3, 2013 /PRNewswire/ -- How powerful can words be? How much positivity and energy can they harness? A new online campaign from Haier, a Chinese home appliance brand, is trying to provide an answer to these questions.

Haier's global slogan contest (http://slogan.haier.com/en/) is targeting netizens from all over the world, aiming to set up a new global slogan for the brand. It has received millions of entries since the contest was launched on May 27, 2013.

So far, more than 3 million people have shown their interest in the contest, and the brand has received over 200,000 slogan entries, including 50,000 from America and 70,000 from India. Netizens from Britain, Japan and other countries have gotten acquainted with the contest via social networking, and have contributed their ideas as well. The power of words has become a hot topic that is rapidly spreading around the world.

Haier has attracted such an active participation because of the positive energy delivered. Online campaign tactics usually include giving presents or introducing games, but Haier's campaign hinges on emotions, which is more creative. Slogan entries such as "Something New for You!", "Be Higher with Haier!" and "Just for Life", may not be suitable for a brand, but they express a positive idea which is a good start. "The key to the global slogan contest is calling for feeling through the power of words. We hope netizens can summon their emotions and channel them through their entries," Mr. Zhang Ruimin, the CEO of Haier said.

Haier was established in 1984. It has continuously honed its brand building strategy, diversification strategy, internationalization strategy and global brand strategy for over 28 years. Beginning in 2013, Haier started to implement a networking strategy. "Becoming an enterprise of the time is Haier's vision," added Mr. Zhang. "Haier is an enterprise geared for innovation and improvement. Collecting ideas from consumers is also about getting to know them better and gaining further insight into their needs and hopes in order to better serve them. Every slogan entry will be kept and will become elements for slogan refining in the coming years as needed allowing netizens to further help contribute to Haier's future."

We hope to see the power of words from the wisdom of netizens around the world, and learn more from Haier's global slogan contest.

SOURCE Haier