When Siemens does anything, it does it properly. Meaning the company doesn't just produce frequency converters, but rather frequency converters for every task requiring a drive. Regardless of whether it concerns pumping, ventilating and sealing, or moving, processing or manufacturing. Regardless of the task at hand – Siemens can provide the right converter. And that's what we should communicate.
And that is what we have communicated – using a motif that symbolically picks up every possible user (i.e. everyone) where they left off, irrespective of the goals they are pursuing: At a hugely complex intersection of paths which do not fully reveal where the drive should lead. And we didn't just propose any intersection of paths, but rather an aerial shot capturing a birds eye view directly above Hyde Park – because no other collection of paths intersect more beautifully.
However, anyone with an ounce of imagination can only begin to grasp the security measures in place – given the direct vicinity to Kensington Palace and the media helicopters circling with camera crews – and perhaps just how much effort went into organising such a feat. The result was a motif that encapsulates one thing above all: the interest and curiosity of target groups to discover what it's all about – and with a great degree of success.
The campaign was put into action in print media, on the web and in brochures; it also appeared in German and English as well as for other languages.