100% comprehensive

Brand positioning, conception and campaigning for sustainable energy supply

Client: Siemens AG
Service: Campaigning

When you hear “sustainable energy supply,” the first things that come to mind are wind turbines, photovoltaic systems or hydropower. But just as important is an environmentally friendly and digital solution for medium-voltage supply to distribute this energy. This is exactly where blue GIS comes in – with a campaign that positions advanced technology in a human, approachable and emotional way.

100% to the point: positioning

blue GIS consistently dispenses with F-gases and thus sets standards in terms of sustainability. The positioning focuses on this consistency: blue GIS makes a difference 100% of the time. For every topic, every target group and every campaign phase, this positioning finds an appropriate translation – from 100% sustainable to 100% successful. The benefits of blue GIS become part of the customer approach: as a statement, as reinforcement or as a call-to-action.

100% from a single source: conception and implementation

Communication focuses on authenticity. The product can be experienced through the people who develop and build it – and, of course, through the people who use it. The core of the market launch is a social media campaign with three phases. A landing page becomes a content hub, a comprehensive social media campaign brings traffic to the page and attention to blue GIS.

Climate protection concerns us all – and if I can initiate the conversion to new, fluorine gas-free switchgear, then I’ll do it. 100 %!

Gerhard S.
2nd mayor and member of the supervisory board of the municipal utility company

Completely clean energy – from generation to the customer. This is what our wind turbines stand for, also thanks to blue GIS. 100%!

Patricia B.
Project engineer at a leading global wind turbine manufacturer

If we can combine more efficiency and more sustainability in a retrofit – that’s our way! 100%!

Frank H.
Maintenance manager for medium voltage equipment, beverage industry

The decisive factor is: blue GIS pays off – for our customers and our climate! 100%!

Angelika S.
Purchasing manager at a full-service provider for the energy industry

Good to know that I can use environmentally friendly technology with blue GIS. 100 %!

Heinz-Rüdiger K.

Campaign stages


Stage 1 focuses on the requirements of the target groups and positions blue GIS as the medium-voltage switchgear of choice. From model selection and statement formulation to film and photo production, all the material was created at Theim.


Stage 2 takes a look behind the scenes. The focus is on employees from Sales, Research & Development (R&D) and Production Planning. In interviews, they open up a completely new, personal perspective on blue GIS. Film and image material for the website and social assets were also created entirely at Theim.


Stage 3 kicks off the proof and goes into detail. The focus is on blue products and shows the 100% sustainable technology that makes a difference. With social posts that bring innovative features to the fore and with references that provide proof of the quality and reliability of blue GIS. All assets come from Theim in this phase as well.

100% genuine experience: the customer event

The highlight of the campaign: an exclusive event for 120 premium customers, who were able to find out in detail about the manufacture of blue products at the switchgear plant in Frankfurt.

Theim provided comprehensive support here: Starting with the conception of storyline, imagery and name, through the creation of all presentations to the coordination of the plant tour, control of all trades at three locations, opening of the showroom in the switchgear plant as well as conception and implementation of the sneak preview show for the switchgear 8DAB40.

Of course, a high-quality evening event is also part of an extraordinary event. The concept also came from Theim, as did the selection of the Lufthansa Aviation Center as the location and the top speaker Anders Indset, who had a lasting effect on the guests.

Link zu Blue GIS-Webseite

100% to the point: positioning

At the heart of the campaign, a webpage acts as a content hub. It grows with each campaign phase to include additional content and is THE central point of contact for an extensive paid social media campaign on LinkedIn, supplemented by GDN, YouTube, and Google Search. Each campaign phase communicates specifically defined core messages. For optimal impact, Theim provided support right from the start: with media planning, budget recommendations, editorial planning, asset creation and, of course, ongoing analysis and optimization of playout.

100% closer:
the switchgear film

Comprehensive communication naturally also includes showing how a blue GIS switchgear is manufactured. Thanks to a location check at the switchgear plant in Frankfurt, Theim was able to create the storyboard and shooting schedule quickly and easily together with the customer. The result: all production steps perfectly staged in just 112 seconds, including cut-downs for social media.


With the loading of the video you accept the privacy policy of Vimeo.
Learn more

Load video

100% full commitment: one project for all trades

blue GIS shows the entire range of services offered by Theim after successfully winning the pitch: from the conception of the overall campaign with central idea, story, claim, messaging and imagery to film shooting and photo production, postproduction with full CGI and 3D animation, a social media campaign with media planning and editorial planning, development of web and digital strategy, to text concept and event.