2024 Siemens @ CES

Siemens is a leading industrial technology company, delivering technology that transforms the everyday by enabling customers to turn ideas into reality for a better, more sustainable future. Siemens wasn’t seen as a technology leader, despite being embedded in almost everything we interact with in our daily lives. Headquartered in Europe, the brand lacked awareness in the U.S. When recognized, few saw it as a technology company. There was a perception it was stodgy, industrial, and not future-focused. Siemens chose to use CES as an opportunity to drive awareness with general audiences, the media, customers and partners. The goal was to entice audiences to engage with Siemens’ ecosystem of customers and partners to get a glimpse of their technology in action to dispel misconceptions and make it clear how they are transforming the everyday for everyone across a spectrum of industries, changing how we live, play, work, move and make for a more sustainable future. Strategically, Siemens chose to let their customers do the talking for them as a more authentic, tangible way to showcase what technology enables. Customers could tell their unique stories—as it is customers who dare to dream, and Siemens helps turn those dreams into reality.
CES is historically cacophonous with each brand aggressively competing for attention. We chose not to join the fray. Instead, we “broadcasted” calm, cool serenity with stunning brand-reflective animation playing on huge overhead translucent LED walls. We wanted to be the beautiful oasis in all the noise…and we were. We let the narrative inform the space design–open, welcoming, and inviting. Inside, were four distinct areas for our customer vignettes. The idea was, wherever people entered, they could begin to learn and engage on their own terms. And whether they stopped by for one story or all of them, dived deep or kept it esoteric, the experience was designed to convey cool things happen because Siemen's technology enables it.
Siemens successfully increased awareness of its brand. In 2023, 66% viewed Siemens as a technology company. After the CES event, that number jumped to 88%.