Siemens has launched a new vision that he wants to change the traditional, old, rigid image of Siemens, and to revamp siemens brand to be more catch up with China Speed, much energetic, younger, to be loved by youngsters.

Siemens HR has designed a new approach to fit in brand’s new image, comprised of 5 pillars to improve human resources. This campaign mainly target to existing Siemens employees.

The big idea is “不只理想，更是你想” means not only ideal but also what you want. The objective of this campaign is to make a more happy workplace where everyone is the “hero” in the company not only just as a small employee but they are all a big part of Siemens. Siemens is the platform, you are the protagonist.

The idea was to make a “salary kitchen” which integrates personnel compensation policies into cooking skills. The employees can request food they want based on their performance, needs, etc through the campaign experience.