SIEMENS BREAKS CANADIAN CAMPAIGN
By Adnews Staff
German electronics company Siemens will begin the first phase of a new advertising campaign this month called "The First." The multi-million dollar effort, by The Cundari Group of Toronto, is the first Canadian campaign that has been created for Siemens Canada. Its aim is to raise awareness of the brand in this country as the company introduces a range of new products. "Siemens wanted to instill a revelation of sorts with Canadians by emphasizing the impact of innovation in the daily lives of Canadians," said Cundari's Garry Lee. The campaign begins with arena and airport advertising. This will be followed in June by print ads in national daily newspapers. Advertising will also appear on digital television channels. Each print ad focuses on a specific industry group: energy, healthcare, communications and information technology. In one ad, a young girl grins over a telephone call as computer graphics illustrate Siemens technology. In another, a man with a Siemens hearing aid smiles as he listens to music with his son. In a third, a woman is complemented by her boyfriend on her arc-fault interrupters, which are circuits designed to shut off in case of overheating. The final ad promotes the Siemens S40, a new cellular telephone.