CATEGORY 16: Best international campaign
WINNER:
Siemens Enterprise Communications
AGENCY: Pavilion CAMPAIGN: ’Open communications’
S
iemens Enterprise search.It also included solus emails,
Communications,a provider which made bulk emails appear as
of unified communications, though directed only to that individual.
was formed out of the Siemens AG
Exceeding expectations
Group in 2006.To coincide,Siemens
White papers were syndicated online
needed to shift perception away from
and those reading them were offered
being a traditional PBX manufacturer
the option of registering to receive the
to being a leader in unified
Siemens email newsletter.
communications.
Called the ‘Open minds business
It wanted to make ‘Open
briefing’it provided informative
communications’synonymous with
pieces about communications
Siemens,offering products,services and
technology.To supplement the
solutions which integrate seamlessly
newsletter,a webcast programme
into existing infrastructures.To work
called ‘Open Debate’was produced
across multiple audiences Siemens needed to
business benefits.Colours were bold to grab and a second live webinar with Forrester is now
develop a flexible umbrella concept.
attention.Such simplicity ensured the in the pipeline.
Multi-cultural campaign would work internationally and be Print included advertising next to relevant
The campaign was implemented in the UK,US understood locally. articles focusing on nine titles such as
and Germany where Siemens aimed to The hub is a website incorporating Information Age and Management Today.
generate new dialogues with decision-makers. multimedia elements of the campaign plus Many elements still continue with others
The market is competitive,with an audience educational content.To maximise the budget, planned,but the results have been impressive
which is hard to reach and bombarded with advertising was mainly focused online where across all three countries with over 230,000
vendor marketing messages,which often say there is greater scope for engagement and page impressions on the UK website and
the same things in similar ways. response,prompting visits to the website for over 1.3 million across all versions.Over 600
The campaign concentrated on more in-depth content. people registered for the first in a series of
‘communication for the open-minded’, It included ads on a wide range of business webcasts with over 1200 UK dialogues
incorporating colloquial words,such as and IT sites;one-day Siemens homepage generated,beating the target by more than
‘whoosh’or ‘kerching’and relating each to key takeovers and Google,Yahoo and MSN paid 400 per cent.
RUNNER UP: TNT
AGENCY: RCA CAMPAIGN: ’World food’
xpress delivery company TNT Keep it local
E
considers social responsibility an The campaign was developed for use in 41 TNT
integral part of its business and has countries so the creative needed to be able to
been a partner of the United Nations World cross different cultures.Alternative images were
Food Programme (WFP) since 2002,helping provided for a more local feel.Also included was
tackle the problem of child hunger.Until a conversion pad,a reply card and a letter/fax
recently,it played down its involvement. back.This allowed each country to create a DM
However,it is now keen to publicise the campaign suitable for their audience,but
relationship,hoping to not only generate new consistent with the global brand.
business,but also raise donations for WFP. Prospects were offered a free charity wrist
Disenchantment with constant charity band and wall planner.By choosing to use TNT
appeals led to the decision to aim for a positive for any shipment (prospects/lapsed only) or
feel rather than one founded in guilt.Stress was premium shipments (existing customers)
laid on positive messages with images of happy before the end of the campaign,a donation
schoolchildren from around the globe who had would be given to WFP.All customers were
benefited from WFP.Three concepts were then sent a‘Giving certificate’,which not only
selected:‘Help us…to help you…so we can help allowed traders to feel good about their
others’,‘Your shipments have never mattered contribution,but also acted as a reminder of The added benefit was,of course,a donation to
more’and ‘Let’s do it together’. TNT,its relationship with WFP and the charity. WFP,which reached a total of E140,420.
For more information on the winners, go to www.b2bm.biz/awards
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