Siemens USA wanted to grow the overall brand awareness of their global leadership in industrial automation with the aim to capture more share of a robust U.S. domestic manufacturing market. Siemens asked Red Rocket Studios to develop a video for paid media that will put the Siemens brand top-of-mind as the best partner with whom to successfully undertake the journey toward automating their manufacturing facility.

The Solution:

Before commencing our creative exploratory, Red Rocket Studios team performed an in-depth situational analysis that revealed three critical factors that influenced both the strategic and creative positioning of the project:

• First, ironically, much of the content in the automation space felt, well, automated…and was a bit cold and mechanical in feel. (We believed the work should be much more human and connect emotionally with the audience.)
• Second, we wanted to highlight strong selling points from Siemens in the space. The question answered would not be “why automate” by “why automate with Siemens.”
• Finally, we realized that the most engaging Siemens content – as measured through the various digital platforms – were the more untraditional executions. It was an important “a-ha” and helped inform the tenor of the creative work.

The spot Siemens chose to pursue — entitled “Simple Math” — accomplished all those things. It follows a college professor as he solves a complex equation that reveals Siemens to be the true solution to the question of who is best equipped to be a trusted partner in industrial automation.

Produced, shot and edited by Red Rocket Studios’ video production team, “Simple Math” was shot locally at Rollins College in Winter Park and appears in both :30 and :75 units. It debuted in mid-March.