Siemens Braumat
30th October 2024
1 minute
Marketing is an artform
Siemens had a problem. Their process control product for the brewing industry, BRAUMAT, was under performing in the US compared to incredible success in other regions. They knew they had a great product, one with the potential to enhance all aspects of beer production. But there was a near-total lack of target audience awareness. Existing campaigns lacked impact, with messaging that was too technical and product focused. Existing landing pages and messaging were perceived as stale and uninviting. What could Siemens do to claim BRAUMAT's space effectively in the US market?
Defining the challenge
Created in 1977 and already well-established in Europe, Siemens faced several significant marketing challenges in building up BRAUMAT in the United States (US). Addressing all these challenges would require a more strategic and creative marketing approach to shift BRAUMAT’s marketing from a purely product-led strategy to a client-focused, benefits-led one.
Brewing a masterpiece
Siemens came to Fifth Ring with that very issue. After extensive research, we came back with the answer: impactful, engaging and relatable creative that spoke to the artistry of beer-making. Key to the campaign’s success was the core message, “Brewing is an art form. Make more of it,” which resonated deeply with a brewer’s passion for their craft. We developed visually striking, AI-generated artwork that broke from the confines of their existing brand guidelines in order to better connect with the target audience.
The result: a highly effective, highly engaging, highly creative awareness campaign that ultimately brought the right people to BRAUMAT.
