Siemens Mobility Comprehensive Campaign to Promote Infrastructure Funding and Investment

Target Audience: Our target audience for this entry was transit agencies in North America, Departments of Transportation for cities and states, the Federal Railroad Administration, the Federal Transit Administration as well as other government officials and key decision makers.

Strategy Objective:The objective of this campaign was to grow support for the multi-trillion-dollar U.S. infrastructure spending package with a focus on rail funding, sustainability and jobs. We achieved that by showcasing our 160 years of infrastructure, electrification and transportation solutions in the United States, contributing to the power of connection, jobs and investment in American cities. We also highlighted our more than 2,000 suppliers across 40 states, and our 8 U.S. manufacturing facilities employing nearly 4,000 Americans, ultimately leading to the passing of a once-in-a-generation investment in our nation's infrastructure – The Bipartisan Infrastructure Deal. Our strategic campaign with multiple storylines built upon themselves to communicate the importance of infrastructure investment.

Situation Challenge: The objective of this campaign was to grow support for the multi-trillion-dollar U.S. infrastructure spending package with a focus on rail funding, sustainability and jobs. We achieved that by showcasing our 160 years of infrastructure, electrification and transportation solutions in the US, contributing to the power of connection, jobs and investment in American cities. We also highlighted how our more than 2,000 suppliers across 40 states, and our 8 U.S. manufacturing facilities employing nearly 4,000 Americans are important for economic recovery. Our strategic campaign with layered storylines built a comprehensive narrative on the importance of infrastructure investment, resulting in the once-in-a-generation investment in our nation's infrastructure – The Bipartisan Infrastructure Deal.

Results Impact: Our paid and organic campaign resulted in strong engagement compared to industry standards. The paid campaign resulted in 6.8M impressions with 3,472 clicks and a 29.12% VVR, including programmatic advertising, paid LinkedIn, and sponsored content on Politico. 550,000+ impressions served on the open exchange reached premium publishers like CNN, BBC, ect. The sponsored article on Politico.com resulted in an avg. time spent on article of 3+ min., one min. longer than Politico's avg. Webtraffic generated an avg. time spent on the Siemens site of >11 min., a 60% increase. VCR on LinkedIn was 30% higher than LinkedIn's avg (90+ sec), and the VVR rate was 12% stronger than the LinkedIn industry benchmark. Our organic social media reached over 18,600 across 4 platforms, with 34 organic posts.

Why Submit: At Siemens Mobility we are passionate about building better rail for the future of tomorrow. We produce sustainable, American made technology, from hybrid streetcars and fuel-efficient locomotives to rail infrastructure and electrification across the US. As the industry leader it is important that we tell a story that supports the entire industry. With our comprehensive American Made campaign we are increasing awareness and growing support for a bill that invests in transportation as a whole. Throughout our campaign we worked with small businesses and Government partners, including Senator Chris Coons, to stress the importance of infrastructure investment at all levels. U.S. rail investment is an investment in American jobs and sustainability. Now is the time to Invest in American rail.