2017 Winners & Shortlists

The Campaign

Our answer to the brief included: A day in your life ‘theme’ and narrative that pulls the experience together; A history touchscreen guides visitor’s through the regional history of Siemens LLC; Plus a regional first, using projection mapping to tell a story through narrative, illustration, animation and interaction. TINT – a web-based solution that pulls chosen content into one place to form a dynamic and informative display; And finally, a history area to support Siemens’ early solutions in the region.

Creative Execution

Its regional headquarters strategically sits within Masdar City, a company dedicated to strengthening the role of clean energy in the global energy mix. Siemens is one of the world’s largest producers of energy-efficient, resource-saving technologies. It’s a leading supplier of systems for power generation and transmission, as well as medical diagnosis. In infrastructure and industry solutions the company plays a pioneering role. Its mission to ‘make real what matters’, works alongside its passion for engineering and with its customers and stakeholders, to help improve the lives of people today and in the generations to come. Traditionally communicating their technology and solutions on a b2b level, Ingenuity for life gave Siemens a strong, and global, platform in which to market/communicate to a b2c audience. The work that went into the making the Ingenuity for life centre a success, was a thorough understanding of the brief, strong and collaborative partnerships

The internal reveal of the new lobby experience brought together over 300 attendees, press coverage and a daily, steady flow of walk-ins. Additionally, several different schools have been invited to partake in the experience and learn how energy impacts their daily lives through the stories the lobby tells This experience has become a global benchmark to encourage the organisation to look for ways to tell their ‘Ingenuity for life’ story in inspiring and engaging ways.

Following the global launch of Siemens’ new brand claim, Ingenuity for life, the regional office based in Masdar City, Abu Dhabi, wanted to transform its static lobby area into a digitally-driven, educational experience where the general public- including children- can easily understand how Siemens helps to bring cities to life.

The existing lobby space was static, with a timeline showcasing the company’s achievements in the region and its innovation. Engage Works partnered with knowledgeable and experienced companies to form a strong team to answer the brief. Research on global best practice, in and out of category, was conducted to begin the formation of solutions that now form the Ingenuity for life centre. The centre needed to appeal to a variety of visitors, from knowledgeable industry leaders to school children. Heads of state, to the Aramex delivery man. Visitors are exposed to a panorama of 24 hours where they can interact, learn and engage with Siemens. A Day in Your Life takes them on a journey of discovery through a combination of narrative, illustration and interactive projection mapping. It showcases the various ways in which Siemens touches people’s lives by highlighting the company’s business units and humanising them.