CAMPAIGN: Siemens @CES
CLIENT: Siemens
FABRICATOR: Sparks/Freeman
Siemens is a leading industrial technology company, delivering hardware and software that transforms the everyday for everyone. Their challenge was to build awareness of Siemens as a technology company and shift perception with influential audiences, so Siemens chose CES as the best venue to engage everybody from the general public to customers, partners and influencers. The goal was to entice audiences to demonstrate how Siemens’ ecosystem of customers are using the technology across a spectrum of industries, changing how we live, play, work, move and make for a more sustainable future. Strategically, Siemens chose to primarily tell their story through customers and partners as a more authentic, tangible way to showcase the impact of Siemens technology.
Each space featured giant LED walls—storytelling canvases that delineated areas. To help people emotionally connect to the significance of these customer innovations, custom videos and engaging displays paired with props and interactive kiosks encouraged even more learning. All these layers, from the branded animation above to the thoughtful placement of stories, to the multiple touchpoints that brought stories to life, helped guests “feel” for the work Siemens enabled.
Results:
• Siemens successfully achieved its goal of increasing awareness of its brand, especially in its desire to be seen as a technology company with a 30% year/year increase in responses from surveyed CES attendees. 84% of booth attendees were also very satisfied with their experience. Siemens also saw a 15% increase in organic social media engagement, and the earned media audience exceeded 3 billion people.
• Social marketing generated significant buzz with over 460k impressions and 10.5k engagements. This has surpassed the 2023 engagement rates by 15% increase. This will continue to grow as campaigns extend in duration.
• Over 25% of survey respondents cited conversing with a Siemens booth representative, and those conversations were rated a high 4.7/5.
• 59% of respondents stated they plan to visit the Siemens website as a follow-up action. 15% stated they planned to book a follow-up meeting in person or virtually.
• Ex Award Winner for Best Trade Show over 50 x 50”
