Brief
With no product launches or news to share, Siemens Home Appliances challenged us with creating an exciting and memorable media event to position Siemens as the leader in innovation and technology.
Campaign
To ensure the event was well-attended and would make a lasting impression, we needed to take media on an immersive journey which not only showed off the home appliances, but connected Siemens in the media’s minds as technologically advanced.
We brought the future to the present at our event entitled ‘Experience The Future With Siemens Home Appliances’. First we partnered with Food Futurologist Dr Morgaine Gaye who looked at three key trends which will influence the way we live our lives. Leading the way in home appliance innovation and technology, we then created an event inspired by Dr Gaye’s future predictions, bringing the media a taste of things to come.
With the first trend ‘Water As A Luxury’, we brought in the world’s first water sommelier, Arno Steguweit, from Berlin to give water tastings at the event. With the second trend, ‘Prohibition in the 21stCentury’, we teamed up with the incredibly-talented Paul Tvaroh from Lounge Bohemia, who is renowned for his canapés made from alcohol such as the Bearlini, a gummi-bear shaped treat with a full Bellini inside.
And with the third trend ‘Yearning for More Time’, we displayed Siemens’ appliances, highlighting the technology which can help you slow down, speed up and bend time. Fashion team CuteCircuit also showed off their smart textiles and micro-electronic dresses which have made them popular amongst the likes of Katy Perry and Nicole Scherzinger.
Results
A very well-received and well-attended evening with a total of 55 media attending from the likes of Delicious, Harper’s Bazaar, ELLE Decoration, House & Garden, Wallpaper*, The Times, This Morning, Stylist and many more. Using the supplied hashtags, media posted 60x times on the night with an OTS of over 100,000. We received countless emails following the event expressing their thanks and what a great event it was. In addition, 15 pieces of coverage came out about the event in such titles as The Metro, Huffington Post and Luxury Lifestyle.
As a result of this event, we changed perceptions about Siemens, transforming media’s opinions so that they determined the brand to be innovative and cutting-edge.