Sustainability in marketing

Campaign: Answers 2012

Client: Siemens AG

WPP Company: Ogilvy & Mather Frankfurt

The 2011 Fukushima nuclear disaster prompted German government to implement an “energy turnaround”, namely phasing out nuclear power plants and focusing on increasing the production of renewable energy. Ogilvy & Mather Frankfurt helped position Siemens as an opinion leader in the energy debate by placing a newspaper ad. The ad featured Siemens CEO Peter Löscher discussing the Fukushima disaster and outlining his firm belief that the energy turnaround is perfectly feasible. This ad forms part of Answers, an ongoing campaign demonstrating how Siemens is developing technology to tackle some of the world’s toughest challenges. The German Siemens website received a record number of hits in the week the ad was published. Also as part of Answers, O&M created a series of 15-second TV ads to show how Siemens technology allows businesses and cities to grow more sustainably.