RK Swamy Digital Direction recently won a bronze at the Internationalist 2009 Media Awards for their execution of the ‘Siemens Answers’ campaign in India. The campaign was run online between October 2008 – September 2009 with “We have the answers to the World’s toughest questions, this is our tradition since 1847.” as Siemens’ core communication.
Saurav Chakraborty, Associate GM at Digital Direction took us through the nitty-gritties that helped the agency bag an award for their local execution of the multinational campaign.
Target Audience & Campaign Objectives:
The campaign was targeted to 30+Males, SEC A (Decision makers/Decision influencers) and revolved around three objectives – Awareness, Engagement, and Participation.
Inventory Used:
“To achieve all the three above, we needed to operate the campaign at the optimum Reach and Frequency levels. A combination of ‘Regular Banners’ and ‘Innovations’ was pertinent.”
The campaign was targeted at popular Indian and International portals that fell within the Business, News, Finance, Trading and Vernaculars categories. International sites such as Wall Street Journal, Bloomberg and Financial Times were used to target ‘high net worth individuals’ from India.
Key Tactics Employed:
* Yahoo Answers India (Q&A forum) ‘Environment Section’ was booked on a month long sponsorship which included a fixed banner on the ‘Answers Environment Home Page’ and 4 sponsored questions asked by Siemens on the forum.
* NDTV Advertorial Page was used on ‘World Environment Day’ with ‘call to action’ banners that led the viewers to Siemens’ Advertorial Page which comprised of articles on environmental issues, endeavors taken by Siemens to provide answers to such issues, online polls and a link to the Siemens India Website.
* Financial Express, a leading financial portal was booked for a 5 day Page Warp (all four sides of the portal will consist of the client’s communication)
The Result:
“The Siemens Answers Campaign generated 130 million impressions to the ‘Target Audience Set’ and induced 0.6 million audiences to visit the Siemens Answers microsite. The Campaign CTR was steadily over 0.40% with an average of 4+ minutes spent on the Siemens microsite.”
