Siemens: The Taste of China
The campaign exemplifies a true INTEGRATED branded content execution that utilizes paid, owned and earned media channels to communicate Siemen’s range of kitchen products. Normally, TV sponsorship entitlements granted by CCTV only exists within the program. But Siemens went beyond the usual and extended the partnership in retail, product roadshows, mobile app and owned social media channels.
Planning & Execution
To communicate the benefits of a modern kitchen, Siemens partnered with CCTV 2 (a premium business channel for white-collared workers) to launch the Taste of China in a cooking show competition format. Siemens products were seamlessly integrated into every facet of the show from contestant recruitment, set design and cooking challenges. On top of that, Siemens also created a bespoke branded program called My Kitchen which featured some behind the scene footages and showing the benefits of using the full range of Siemens kitchen appliances.
Effectiveness / Results
Taste of China gained 300 million viewers with over 1 million interaction from consumers. Through insistent negotiation in CCTV, the sponsorship generated 306% TV ROI and a 48% sales increase for Siemens. (Sources: CCTV, Siemens, Kantar InfoSys).