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Siemens kicks off digital campaign with the story of Mumbai's dabbawalas

End-users turn into protagonists and narrators of compelling stories that help connect the brand and technology with the public. The campaign was conceptualised by Ogilvy, and the campaign is managed by Quasar

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Siemens kicks off digital campaign with the story of Mumbai's dabbawalas

Siemens kicks off digital campaign with the story of Mumbai's dabbawalas

End-users turn into protagonists and narrators of compelling stories that help connect the brand and technology with the public. The campaign was conceptualised by Ogilvy, and the campaign is managed by Quasar

BestMediaInfo Bureau | Delhi | September 23, 2013

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Siemens India has launched an innovative digital media campaign that uses a creative storytelling technique to deliver the message to end customers. The digital media campaign is an extension of the 'Answers' campaign followed globally by Siemens, which is aimed at establishing Siemens as a sustainable technology leader delivering a transformational benefit toward customers.

The campaign was conceptualised by Ogilvy while 'Thought Process' was the production house. The digital agency managing the campaign is Quasar (part of WPP group), while the digital assets were created by Conrad-Caine, Munich. The social media agency involved in the campaign is LBI (part of Publicis).

The campaign will run for a duration of six months.

“We have made the end-user the protagonist as well as the narrator of the story. We have kicked off the story series with the dabbawalas who use the Mumbai local trains to deliver lunch to over 200,000 office-goers and residences on time. We have brought the element of storytelling right into our creative approach,” said Sudhir MD, Head of Digital Media at Siemens India.

In the integrated digital marketing campaign, where social media is complemented by a QR code initiative, on-ground and off-line promotions, a dabbawala named Kiran Gavande narrates his story, establishing how he goes about his life. The online banners direct the website visitors to the video on YouTube brand channel of Siemens, which then directs the visitor to the Siemens website with details on the actual Siemens technology that has contributed to the dabbawala's life.

The 'Answers' programme is designed to demonstrate the lasting impact of Siemens technologies to improve lives, improve cities and improve businesses for the better. This is achieved through a creative strategy designed to simply reveal the truth about Siemens, and reveal the brand's greatness. In an age of increasing transparency, enabled by digital and social media, telling the truth is the strongest statement a brand can make, especially since target audiences can now very quickly discover what is the truth.

Siemens stories generally start with a human issue, which then leads to a global problem. In every case a Siemens 'Answer' resolves the issue, and ultimately changes peoples' lives significantly for the better, or avoids a problem that would have changed their lives significantly for the worse.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Info@BestMediaInfo.com

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