film series about industrial connectivity services

The digitalization of mission-critical machines is a business area of Siemens Digital Industries’ Industrial Connectivity Services. And precisely because they are critical to success, many customers are reluctant to make changes to these machines. Yet digitalization offers considerable advantages in terms of the productivity and reliability of such machines. Trust therefore plays an important role.

task

“Never change a running system” – and now you’re coming up with digitalization? Many customers don’t want to tackle the topic, not least because they don’t know exactly what to expect from digitalization. That’s why there is communicative resistance to overcome before you can convey the benefits to the customer. A video was supposed to accomplish this – but in conversation with the customer, it turned out that it would be better to have a video series with an “icebreaker” to build trust and three deep dives to explain the technology.

implementation

Why don’t we show that the Siemens DI team doesn’t know everything either, but works together with the customer step by step? This is the basic idea of the icebreaker, at the beginning of which the DI team fails at the task of explaining its own work, namely Industrial Connectivity Services (ICS), in five sentences. The detailed explanation naturally follows on its heels and at the same time already conveys the advantages of digitalization. In the end, the team sums up what ICS is all about in three sentences. In the deep dives, they really go one step deeper into the subject matter and the customer learns what they can expect. Here, too, the information is told from the personal perspective of individual team members.

result

The filming took place at three Siemens locations and the relaxed, informal atmosphere during the shoot is also conveyed in the films. This makes it very easy for customers to overcome their inhibitions and feel more confident to approach the “experts” with (supposedly) simple questions. After all, they don’t “know everything” either. But the films (including the deep dives) show the team members at work, both creatively and approachably, and build trust.