Building a brand in the UK

The UK marketing team was set challenging objectives :

• To build the brand from number 6 to number 3 in the UK market
• To double market share
• To create a positioning of inspiration, innovation and emotion

Through Connexus’ SUN TZU planning approach, we identified two key routes through which this objective could be delivered:

• Premier League football
• Movies

These would create for Siemens:

• The audience reach necessary to achieve the objectives
• The required audience profile, demographically and attitudinally
• A strong point of competitive differentiation
• Commercial opportunities