Siemens Financial Services (SFS) is a division of Siemens that offers financing solutions to its B2B customers. Siemens financing specializes in electrification, automation and digitalization.
Biannually, Siemens Financial Services‘ staff – from Iselin, New Jersey to Mumbai, India – meet for a global motivational sales event. Topics include past performance, future objectives, and upcoming technologies and opportunities. The purpose of the event is to bring all of sales employees together to inspire, motivate, and create excitement around the business goals for the upcoming 18 months. It also gives an opportunity for the sales team to explore the host city.
In November 2017, nearly 200 international Siemens Financial Services staff met in Dubai, United Arab Emirates. Siemens worked in close collaboration with Pace Creative to develop a brand and the concept for the 2017 sales event – first identifying a theme that would unify the entire event, then developing a content marketing strategy and an event marketing strategy.
The detailed event marketing plan outlined all of the assets needed for all print, digital, online and social media marketing channels such as: a motivational sales video, signage, swags, trade show banner stands, event website for registration, branded training materials for reps as well as plasma TV ads, and print marketing materials.
Our team had the pleasure to develop the content and design all of the event’s marketing materials. What made the success of the event was the consistency of the event messages and the overall branded experience.
How do you brand the event in a unique and memorable way that engages all employees and enthuses them about their SFS objectives?
The event first needed a strategy, a logo, and an overall art direction. SFS decided the theme of the event would be “Beyond the Inflection Point”, so our logo design represented SFS moving upwards past a point of inflection.
We used the overall art direction as an opportunity to play with Dubai’s unique characteristics and beauty. The approved artwork was used throughout the event collateral.
To inspire and motivate employees, SFS’s CEO wanted to open the event with a video. Working closely with SFS, we wrote, designed, and produced an animated video that illustrated the staff members’ shared journey in the successes.
The video ends with each SFS staff member on an animated train, riding together upwards beyond an inflection point and into 2018.
Other branded event collateral included more than 150 unique PowerPoint presentation slides, table tents, an event agenda and booklet, pull-up banners, name badges, Dubai fact slideshows, and welcome table signage. We coordinated printing and delivery for almost all the event materials.
And, of course, a gorgeous stage backdrop, branded for the event.
SFS employees throughly enjoyed the event and told our Pace Creative onsite producer that the collateral and video were professional and stunning. The CEO even played the video at the start of the event and again at the event's close, as SFS employees wanted to see it a second time.
SFS asked Pace Creative to help with the theme and collateral for another event in April 2019, the Intergrowth Conference, and SFS and Pace Creative continue to work together on many smaller initiatives such as presentations, video editing, and app icons as they arise.