Siemens Promo, Case study SOMEWHERE IN AMERICA by Ogilvy & Mather New York, Weber Shandwick Madrid, Weber Shandwick New York

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Industry Corporate Communication
Media Promo & PR, Case study
Market United States
Agency Ogilvy & Mather New York
Creative Director Robert Balog, Jeff Leaf
Art Director Jeff Leaf
Copywriter Robert Balog
Agency Weber Shandwick Madrid
Creative Director Robert Balog, Jeff Leaf
Art Director Jeff Leaf
Copywriter Robert Balog
Agency Weber Shandwick New York
Released March 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: SIEMENS
Group Creative Director: Witold Riedel (Ogilvy New York)
Creative Director/Copywriter: Robert Balog (Ogilvy New York)
Creative Director/Art Director: Jeff Leaf (Ogilvy New York)
Executive Producer: Melanie Baublis (Ogilvy New York)
Senior Producer: Cindy Leibowitz (Ogilvy New York)
Content Producer (Art): Jessica Fiore (Ogilvy New York)
Media placement: Corporate Communication - BBC World News - March 29, 2011

Summary of the Campaign
3 years of recession, and the U.S. was looking for answers. Siemens had them, already at work throughout the country. But who knew? The key would be to make the right people aware.

Targeting policy-makers, we set out to thrust Siemens into the national policy conversation. We believed that more Americans would know about Siemens if a few key Americans would tell our story.

To show how Siemens could help address the specific challenges of the Great Recession, we showed places where it was already happening: 'Somewhere in America' - Hutchinson, Kansas where a new wind turbine factory was giving a heartland town new jobs and a new life. Los Angeles, California, where 75% of hospitals use Siemens technology to sustain residents’ health. And Charlotte, North Carolina, where Siemens provides trains, job-training and a new turbine factory with 2,000 jobs.

These stories surrounded policy-makers, in TV spots during Sunday news shows and radio spots as they sat in traffic on the Beltway. OOH as they flew in and out of Reagan airport. They were used as conversation starters by Siemens representatives with mayors, congressmen, and administration officials eager to lend pragmatic solutions to their policy positions.

The results were dramatic. We moved the needle among policy-makers 169%, and got one very important person to become a Siemens evangelist on the biggest stage possible: the State of the Union address.

As a result of our efforts, President Barack Obama promoted Siemens to 100 Senators, 435 Congressmen and 38m Americans on live TV.

The Situation
After 157 years of activity in the United States, Siemens still suffered from a widespread lack of recognition. Among policy-makers (Siemens primary target), that lack of recognition, while not as widespread as in the general public, was more acute. Competitors like IBM and GE were viewed as more quintessentially 'American', despite the fact that Siemens had been in the U.S. since before the Civil War and currently employed more that 60,000 people. What’s more, both competitors were veterans at lobbying Washington and were well entrenched. GE’s CEO, Jeffrey Immelt was even named the president’s 'Jobs Czar'.

The Goal
The goal of the campaign was to get Siemens into the American national policy conversation around key issues such as jobs, healthcare, and energy. We wanted to help change the conversation surrounding the American recovery from pessimism to optimism. We wanted to give policy-makers anecdotal evidence to support their policy positions and connect them with a company that could offer pragmatic realization of their agenda. We wanted more people to be talking about or familiar with Siemens. In essence, our goal was to create a national favourable business environment for other downstream efforts.

The Strategy
We were driven by the convergence of a core brand insight, and a unique marketplace opportunity.

Siemens is a brand that has quietly got on with business in America and produced impressive results, even during the recession. It is an eminently pragmatic company more comfortable with the 'art of the possible' than ideological or hypothetical discussions.

President Obama is one of the most pragmatic presidents in recent American history. Throughout his presidency he has chosen to favour achievable measures over unreachable ideals. In 2011, his administration needed to show progress in stimulating the economy. Siemens proven technology was already at work in the US creating small pockets of that progress.

So our path was clear: We needed to draw attention to the places where (thanks to Siemens) the change America needed was already taking place.

We focused on 3 cities - 'Somewhere in America'.

We began with the première of the Hutchinson documentary at a theatre in Hutchinson, Kansas during a weekend of events attended by Kansas Senator Jerry Moran.

Next we highlighted Los Angeles. A film told the story of a healthier city. And billboards in Washington, DC’s airport told lawmakers that Angelenos are 'Growing up healthy in a growing city.'

Then we turned to Charlotte. We engaged the former mayor for a film about the rail system. We told the story in radio spots on Washington, DC stations. We ran TV during Sunday news shows showing the clean turbines powering Charlotte and the new factory we built there to make more of them.

All of these traditional vehicles were tightly coordinated with dozens of media placements and speaking engagements on the same topics. As well as constant outreach by Siemens Government Affairs office.

Documented Results
The PR effort produced a 169% increase in awareness of Siemens among policy-makers.

Yet the most compelling evidence is anecdotal. On a tour of the Siemens rail facility, Transportation Secretary Ray LaHood said of Siemens, “This can be a model for the rest of the country of a company that’s putting Americans to work.” The U.S. Export-Import Bank Chairman Fred Hochberg declared in the press, “As far as I’m concerned, Siemens is an American company.”

And President Obama put the Siemens turbine plant in Charlotte, North Carolina at the heart of his State of the Union address, using it as an example of what should be happening across America. And 100 Senators, 435 Congressmen and 38m Americans heard the President of the United States telling our story on live TV.