Using time as a core theme, Siemens sets out to explore the pressures of time and how we will need to learn to value time to enjoy life more in a technology driven future.
Objectives
Siemens’ aim was to create a campaign that could best showcase its company goal- to connect its customers with the latest technological solutions to improve their everyday lives, specifically the new advancements in food technology.
The challenge
Gaelle Thibaud, Siemens Group Marketing Manager, says: “As a brand dedicated to keeping our customers at the cutting edge of design and technology, Siemens Home Appliances wanted to explore what the future of food could look like and delve into some of the different food trends that are developing with expert opinions.”
The Solution
Siemens worked with brand entertainment agency Media Bounty to create the short film, “Future of Food”, to visually illustrate the ways that technology in the home, especially the kitchen, is connecting consumers with their desire for more transparency, innovation and personalisation in what they consume. Three teaser videos, which look at specific trends such as the use of mushrooms in clothing and packaging, will be distributed via Facebook and YouTube. These direct viewers to the main feature film which will sit on the Siemens home appliances UK website.
The smartly made video, with its expert contributors, concise and eloquent brand message, and gratuitous “food porn”, is the third film in a series commissioned by Siemens. Three other films examining the Future of Fabric and Fashion have shown a significant uplift of 175 per cent favourability towards the brand over those who had not seen the campaigns. This is above the standard benchmark of 63 per cent for UK campaigns. The focus on future developments in technology affecting the everyday lives of the consumer offers Siemens the chance to ensure brand loyalty, inspiring their customers to “stay tuned” for the latest advancement that could make their lives more future-proof.
The Result
“Siemens appliances are already full of features to help with the demanding lifestyles of today and in the future.” Says Thibaud. “The future of food is certainly changing and we are proud to be providing solutions to meet this.”