Siemens

 Bronze — 
Siemens: “New Age Content Co-Creation”

Entrant Company: Media Direction, R K Swamy Media Group
 
Category: A Local execution of a Multinational campaign

Credits:

The Situation: Siemens launched a global image building campaign captioned “SIEMENS ANSWERS” in 2008. The overall objective of the campaign was to establish Siemens as a ‘Thought leader’ across its core sectors i.e. Industry, Healthcare and Energy.  The objective of the campaign in 2010 was to move to next level of engaging the core audience i.e. C-Suit level Executives, Decision Makers, to recognize the impending need to upgrade the technology and, how Siemens can help in doing so.
 
Based on emerging scenarios across the world, Siemens identified global megatrends, which are going to have a significant impact on our world and are going to drive change.

  1. Globalization & Competitiveness,
  2. Healthcare & Affordability,
  3. Energy & Environment,
  4. Urbanization & Development.

The challenge was to sensitize, encourage participation, engage and have a dialogue with the audience.

Key Insights: While the media consumption of the key target group is dictated by their busy schedules and the exposure to mass media is cursory at times, they respond actively to relevant and credible content.

Media Strategy: Co-creation of Content & Audience with a credible media publishing house
Media strategy was to launch a highly credible platform that not only engaged the key stakeholders but also established Siemens as a Thought Leader in India.
 
We partnered with one of the India’s leading business dailies, “MINT – Exclusive Partner in India for “The Wall Street Journal” and launched an initiative called “The India Agenda”.
 
The India agenda was conceived to discuss in detail the 4 Mega Trends that are going to have a significant impact on our world and are going to drive change.
 
The challenge was to sensitize, encourage participation, engage and have a dialogue with the audience.
First time ever in Indian print media a customized editorial segment was created. The content for the same was jointly produced by MINT & Siemens, without compromising on the basic editorial integrity.
 
Six stories were published under each topic and an expert column was also added on the page, where a government official / industry expert, expressed their views on the topic. At the bottom of the page Siemens Answers section provided the solution for the issue raised in the story. This page also had a pointer that encouraged the readers to participate and discuss the topic on the online forum on the microsite. The entire initiative was purely editorial driven and not an advertorial. Each topic was followed up with a High-level Business Conference & Audience Engagement conclave. A panel of experts discussed the Trends and the impeding challenges for India. The panel included Industry stalwarts and a Siemens panelist who gave the company’s perspective on the solution. Each conclave was captured into a half an hour episode and aired on CNBC TV 18, the biggest business news channel in India, during weekend primetime. 

Overarching media strategy: A print Initiative taken across the media to give media amplification.
The India Agenda was highly promoted across TV, Print, radio, online, mobile & OOH and the cost of promotion was borne by the channel.
 
Discuss the success of the media campaign and how this was measured: