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German-based manufacturing company Siemens today is launching a new campaign in the U.S. called "Ingenuity for Life," designed to show how its technology impacts not only business, but society at large.
The campaign was created by Ogilvy and Mather New York, and includes print, online, video and social media. The budget was undisclosed. MediaCom handled media.
"'Ingenuity for Life' is a new brand claim, but it's reflective of what's been in our DNA since we were founded in 1847," said Greg Gibbons, senior VP-marketing communications at Siemens. "We've lived through a lot of big changes in the world, and we've been helping to drive these technologies and game-changers forward."
Siemens makes equipment and technology for energy, transportation, healthcare and industrial manufacturing.
"We are a b-to-b organization, and we work closely with customers in the b-to-b verticals we serve, but these technology answers we are providing have an impact on society," Mr. Gibbons said. "Our creative strategy is to bring the 'for life' aspect to life in this campaign."
The campaign includes three videos and print ads that contrast business and people stories side-by-side to show how Siemens' technology impacts not only industries, but communities and people.
One video, called "Ingenuity is shaping America's energy future," begins with a storm that knocks over a power line. "It's my worst nightmare," says a city power official as she rushes to the office to handle the emergency. "It's scary when the lights go out … so many things can go wrong."
Meanwhile, the lights go out in a little boy's room, and he gets afraid of shadows resembling monsters crossing the walls. The spot shows how Siemens' digital grid technology can manage and reroute power to restore electricity. "It takes ingenuity to defeat the monsters that live in the dark," says a voice-over at the end.
Another video, called "Manufacturing is undergoing a transformation," features two very different stories -- an aerospace team preparing a rocket mission to Mars, and a food company creating a new popcorn flavor.
The spot shows how Siemens' manufacturing technologies can help improve speed and efficiency during production to help organizations meet deadlines.
"Some of these launch motifs -- precision, accuracy, timing -- are genuine customer needs that we have been talking to our customers about, whether they are in aerospace, food and beverage or manufacturing," Mr. Gibbons said. "They all have similar needs."
The campaign also includes print ads running in publications including The Wall Street Journal, The Washington Post, Time and Bloomberg Businessweek. The ads juxtapose different stories with similar themes. Online ads and social are media are also part of the campaign.