Siemens: Product Lifecycle Management (PLM) campaign
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Building the demand
After several recent acquisitions, the Siemens PLM brand was in need of refreshed brand awareness—and Siemens PLM wanted leads. Working together, Leopard and Ogilvy created a campaign that allowed Siemens PLM to accomplish both of these objectives, as well as bringing its look and feel in line with that of the Siemens AG corporate brand.
Reflecting the capabilities of the Siemens PLM software, the campaign concept used actual photos of the final products in their real-world environments, overlaying - the computer-aided designs to represent the technology that Siemens PLM provides. Although introduced to the U.S. market only recently, response rates have been well above industry averages. In fact, the campaign is performing so well that the overall demand generation strategy is now being emulated by other brands within the Siemens portfolio.
