The client spoke to several agencies but there was no official pitch. There is no incumbent agency on the account.
Siemens' white goods business, including washing machines and dish washers, mainly target the competitive high-end market, which is already crowded with other European brands like Miele, Bosch, Whirlpool and Zanussi.
Siemens has a showroom in a prime retail location in Central Hong Kong, but has done very little advertising in the past in the city. It used to do creative and media planning in-house, but now hopes Mediacom will help it push its branding presence and brand recall among affluent households.
Earlier this month, Siemens Home Appliances introduced a new washer-dryer with 3D air-condensation technology in China with a seductive and sneaky ad featuring runaway clothing.
It is not the first time that Mediacom has partnered with Siemens. Five years ago it handled the media account for the brand's mobile phones.