Die Sinamics Kampagne für Siemens- Schindler Parent

A question
of drive.

The SINAMICS campaign for Siemens.

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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.  

Peak values of up to 86% in the copy test.

Siemens never does things by halves. The company always tests the knock-on effect. Several times if need be. During the copy tests by Tele Research and Vogel Business Media our SINAMICS ads achieved peak values of 86% for an appealing design and 74% for the ad’s overall impression respectively. Our ads were able to deliver a stunning result in almost all categories thanks to above-average performance, often topping the table of results (e.g. texts read, brand awareness, images). We were of course thrilled by the result. And Siemens too.

More information is available from:

Sebastian Schnell

Group Head Project Management
sebastian.schnell (at) schindlerparent.de