The Brand Then

While seen as an established global communications giant, Siemens did not rank very highly when it came to desirability for their mobile phones.

Our Brand Insight

Siemens mobile phones themselves did not lack much in terms of design and features, but consumers found its image overly technical, aloof and ultimately, difficult to identify with.

Our Solution

The Wild with Style campaign brought the Siemens brand down to the people, launching three new products that were marketed, not as mobile phones, but as stylish accessories positioned as an integral part of consumers’ lifestyles. Discount vouchers to the coolest venues in town were also given out to support the lifestyle proposition.

The Brand Now

The campaign made Siemens relevant to consumers, taking mobile phones beyond technologically-advanced communications equipment and turning them into an extension of identity.