Providing a multifaceted, original and highly targeted marketing campaign for Siemens Enterprise Communications.
Working with a global client – its complexities and intricacies – has the potential to be overwhelming. But not so for bda, which in this project took the concept of Unified Communications and delivered a campaign that positions Siemens as the market leaders – and unrivalled experts – in helping businesses to adapt to change.
Reflecting this, the word ‘Adapt’ became central to the project, differentiating Siemens’ solution from the myriad of others that focus on just cost savings and improving efficiencies.
Using an elegantly simple strategy, Adapt was honed into a three-dimensional concept with diverse versions covering Siemens’ wide client market, from public bodies to manufacturers.
It was quickly realised, however, that this was a campaign that needed to focus on C-level contacts. The marketing database was therefore streamlined to target those in senior positions of the top 50 businesses in each sector.
From the Adapt ‘brand’, we created a PURL-based marketing campaign. And to attract users to these PURLs bda produced a comprehensive mix of media, both in print and electronic format – including video.
The uncluttered, versatile design of Adapt also lends itself perfectly to new variants in the future.