Social Media Week Chicago: "Changing Your City for the Better"
by Zooppa on Sep 27, 2012
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Learn more at http://info.zooppa.com. ...
Learn more at http://info.zooppa.com.
How does a multinational corporation, a leader in engineering and marketing pioneer, raise the bar on conversations around sustainability?
After launching the company’s new magazine /answers in partnership with world-renowned content creators, Siemens sought to push the envelope again in its search for unique impulses on modern urban life.
Siemens launched “Changing Your City for the Better,” a video crowdsourcing campaign, in autumn 2011, inviting people from around the world to tell personal stories of how technology helps them overcome everyday challenges. The campaign marked a shift in communications for Siemens, from documenting stories to promoting the stories of those whose lives are most impacted by innovation.
“Changing Your City for the Better” received stories from twenty-eight countries, highlighting topics including urban agriculture, energy management, and urban infrastructure. By providing a storytelling platform, Siemens managed to reframe the discussion around sustainable development in a way that aligned its brand values with the people who are taking the first steps to change their own communities.
It’s “one of the best things we ever did,” tweeted Stefan Heeke, Head of Digital Marketing, at the close of the campaign.
Today, Siemens’ global homepage features stories captured through “Changing Your City for the Better,” underlining the indispensible role that technology plays in improving our daily lives. Siemens has since edited and distributed content across its online channels, adding new perspectives to how people benefit from sustainable innovations. In step with advertising’s new reality of authentic co-creation, TED nominated the top video from the campaign, “We Can Do Better,” which reimagines Los Angeles as a bike friendlier city, for its “Ads Worth Sharing” award.
In 2012, Siemens returned to crowdsourcing for their “Your Dream, Your Earth, Your Action” campaign to support the company’s presence at the Rio+20 Conference on Sustainable Development.
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