Customer: Siemens AG
Creating perfect places
Positioning campaign for Siemens Smart Infrastructure
To develop a positioning for Siemens Smart Infrastructure that provides identity on the inside and simultaneously attracts attention on the outside.
#CreatingPerfectPlaces is a positioning campaign with an online focus. It shows what Siemens Smart Infrastructure really does: creates perfect places. The focus is not on the technology but on the people who use it in order to create exactly the place they want to work, learn, and live in. The campaign deliberately focuses on a change of perspective and tells affecting stories about what makes a perfect place and how it’s created – with building technology from Siemens – from the point of view of building users in online films and on websites.
Communication that works because it touches people. #CreatingPerfectPlaces shows both employees and customers what they can be proud of: That they work together every day to create perfect places all over the world. The intentional change of perspective and the personal quality of #CreatingPerfectPlaces are quantifiably successful. Since its launch, the campaign has generated well over 14 million social media impressions and attracted 18,000 new followers. On YouTube alone, the campaign films had more than 2.6 million views, with 25 percent of the users watching the films in full. As a result, #CreatingPerfectPlaces convinced not just internal and external target groups but also numerous juries: The campaign won 13 awards, including a Golden Dolphin in Cannes.