Siemens Communications at the time of this work was the worlds leading provider of communications solutions for mobile, landlines and corporate networks.
The brief was to design an integrated campaign to increase awareness of ‘LifeWorks’ which was Siemens strategic vision of the future of business communications.
Being 'in the know'
We needed something that could stretch the guidelines to the limit so that it could be more eye catching in a B2B market. The concept was about being in the know, taking a closer look at what your business communications could do, taking a step back and seeing a wider picture of how joined up communications could have a positive impact on business.
Body language, the unspoken communication
To communicate that we wanted to show something close and then zoom out to reveal. We felt that shooting peoples hands would be interesting, they are expressive and people use them to communicate without realising. We also thought this would make for interesting close up photography.
We shot them in an abstract way and then a wider shot with a situation that didn’t always relate to business but instead to what we were trying to say. This meant we had shots of people at award ceremonies, people relaxing and even a boxer hitting a punch bag.
Creating an online 'knowledge hub'
The campaign was structured so that the website was a knowledge hub and all traffic was driven there so that Siemens could show that they were ‘thought leaders’ in the communications sector. Customers could download white papers, read blogs, listen to podcasts, watch videos or request a showcase of the technology in action.
Once registered the potential customer would be retargeted through an invitation to a breakfast briefing or the opportunity to come along for a showcase of Siemens latest communications technology.
The campaign was a huge success, picking up awards, giving huge returns and led to us working on the global campaign ‘Open Communications’ for Siemens.