Siemens
Connected Home
May - June 2015
WIRED Connected Home supplement campaign showcased Siemens’ new line of cooking appliances, and featured chef Michel Roux Jr.
Back to landing pageSiemens sponsored a new WIRED standalone supplement entitled The Connected Home, to highlight their innovative products and excellence in design.
The high end appliance brand partnered with WIRED for the print and digital edition of The Connected Home supplements, with a bespoke cover wrap on subscription copies – WIRED’s first ever sponsored cover wrap. WIRED produced promotional content for Siemens in print, digital editions and online, which ran alongside editorial articles and photography. The online Siemens content was delivered as three native solutions, featuring three supplied videos.
The main aim was to align Siemens and WIRED as brands with a shared ethos – innovation. Siemens is a brand that seeks to push the boundaries of design – in terms of aesthetics and usability. Its products look good, are intelligent and sophisticated. Siemens wanted to connect with a WIRED audience that shared its values – an audience of influencers –and build an authentic relationship. It was also key to drive higher brand opinion metrics and send users onto the Siemens owned sites.
WIRED produced pre- and post-campaign surveys, which had excellent results.
The multiplatform campaign was designed to incorporate WIRED’s strongest platforms, so as to reach as wide an audience as possible – utilising print, online, tablet and a cover wrap on subscription copies.
The cover wrap was a first for WIRED and featured Michel Roux Jr, shot by the WIRED team. The look and feel of the supplement was premium, to ensure readers engaged with it in the same way as any other editorial property. Siemens were sole partner for this supplement and utilised all premium positions as well as further display pages inside. WIRED produced eight pages of partnership content within the supplement, which concentrated on Siemens products, futurology and its partnership with Michel Roux Jr. These pages were as interesting and relevant as the editorial properties.
All print content was re-purposed online into three native solutions, which were driven to by native traffic drivers as well as ROS display traffic drivers. These native articles were designed using the WIRED visual and also featured Siemens own futurology videos. The WIRED team used the same assets to design the native traffic drivers, which ensured consistency for the reader and user. Social media was used to strengthen the message and drive further interaction.
PRINT SOLUTION / FULL WRAP
In brand perception across all territories
Would recommend/consider a Siemens product for their home
Bought 8 Siemens home items as a direct result of the campaign
Siemens was very happy with a direct uplift in brand perception deriving from our pre- and post-campaign surveys, which saw 64% recall the association between WIRED and Siemens, with 79% seeing the brand fit as good or excellent. 83% enjoyed reading the supplement and 83% said that they were interested in the products featured. 61% said that the supplement provided them with inspiration for their home.
There was a 10% uplift in brand perception that Siemens were the superior brand (compared to main competitors) and 68% of readers would now consider buying Siemens products for their home. 3% of the sample plan to visit a Siemens stock list and 1% of our sample even bought product on the back of the campaign equating to direct sales of circa £10,000. One reader bought eight items for his kitchen as a direct result of the campaign. Siemens have since signed up to a larger partnership in 2016.