Siemens
Creating the next generation of white papers
We tapped into the creativity that drives Siemens’s boundary-pushing technology to develop the blueprint for future campaigns, creating a fresh, interactive experience that brings Siemens software to life for both technical and business minds.
As a technology leader, Siemens Digital Industry Software prides itself on delivering the future for product development and manufacturing via its software portfolio. But conveying the rich, wide-ranging possibilities of Siemens technology clearly, without alienating a less technically minded business audience, had always been challenging.
Our initial brief was to shake up Siemens’s white papers, revitalising the format and emphasising Siemens’s knowledge and product offering. We decided the task demanded an experience that was both innovative – reflecting Siemens software – and interactive so that it would excite and engage users coming from both technical and business backgrounds. Leaning into 3D imagery wouldn’t hurt, either.
Levels of understanding
Our research told us that our two audiences would have very different tolerances for technical language and long-form content. So we took care to structure content in a flexible way where our audience could navigate through different layers of detail and complexity on their own terms. And we stuck to narratives that focused on overcoming specific audience pain points rather than leading with niche technical capabilities.
From a starting point of some very technical white papers, we ended up reviewing more than 50 documents, distilling key points into short, punchy web pages across three key campaign areas. From these accessible starting points, our audience would be guided to a download of a technical paper or a more business-focused executive summary.
A dynamic world
Visually, we took inspiration from the Cognisphere, a new concept within the Siemens brand system.
Epitomising human ingenuity and the breadth and dynamism of the Siemens portfolio, the sphere became the foundation of our experience’s structure and visual language. We created unique animations that highlighted relevant, real-world pain points from industries such as consumer packaged goods. This all came together to form an exciting, interactive web-based experience where users get to navigate their own content journey.
Dynamic, relatable and hyper-relevant, the digital experience puts the audience in the driving seat and lands Siemens’s wide-ranging expertise and technology to C-level decision makers and product engineers alike.
Dematic Micro-Fulfillment: a simple, powerful engagement tool
Dematic Micro-Fulfillment
Differentiating a technology offer in a highly competitive market
We evolved Dematic’s illustrative-style, animation and tone of voice to craft a deceptively simple configurator that engaged potential customers with an exciting new retail automation solution.
Dematic, one of the world’s leading intelligent automation providers, needed a bold, differentiated campaign to drive interest and awareness for their new Micro-Fulfillment offering.
A campaign to differentiate and reinforce leader status
In 2020, the pandemic dramatically increased demand for e-commerce and caught many retailers off-guard. Grocers, in particular, experienced greatly increased pressure to offer rapid, same-day delivery and click-and-collect services.
Against this backdrop, Dematic was coming to market with a new micro-fulfillment offering that places automation within an existing retail location or urban fulfillment centre. It was bold and ambitious, a new concept to solve challenges that start-ups entering the market could not.
Dematic needed to quickly create a marketing campaign and experience that would do justice to this innovation while doubling down on its position as a trusted leader in retail automation.
Less is more
We devised a strategy around customers who already understood the general concept but needed to lift the lid on some top-line specifics to better understand how micro-fulfillment could work for their business. In line with Dematic’s well-established reputation as industry-leading automation experts, we crafted a digital experience that would be straightforward, helpful and easy to navigate.
The result was an online configurator designed to provide Dematic’s e-commerce, supply chain and other customers with a deeper grasp of the Dematic Micro-Fulfillment solution; while providing Dematic with customer information to help generate prospective leads and inform sales discussions.
Headlined “Less is more,” the landing page was designed to simply and quickly move the customer through a brief set of questions in a way that eliminated bounce and maximised form-completion.
Design, tone and logic
We evolved Dematic’s visual language with dynamic isometric Lottie animations to accompany the configurator’s questions and results, designing interactions that feel intuitive, precise and fast.
We embraced a tone of voice that offered clarity and authority, reminding existing customers and enlightening new ones to Dematic’s experience in delivering breakthrough solutions for retailers.
And beneath the surface, we formulated the logic for the configurator as well as the accessible, nimble and elegant code that served the page through Dematic’s global website.