The outsourced IT market is highly competitive with some well-established global players in dominant positions. When Siemens AG decided to make its IT services division independent a major rebranding campaign was necessary to boost awareness and create a unique position for the new company – Siemens IT Solutions and Services (SIS).
Research by the brand planning team at IAS revealed that thought
leaders were starting to realise that Information Technology was no
longer an adequate description of the sector. As the use of
computers for business matured as a discipline, a realisation was
dawning that the time had come for the technology to be designed
around the business and not vice versa.
IAS realised there was a new category emerging, Business
Technology. And repositioning SIS as The Business Technologists,
gave them ownership of that category.
This simple yet powerful idea hit just the right note with the
market who were looking for information technology to become
properly business focussed and oriented. Following a highly
successful internal launch, the rebranding campaign achieved
excellent penetration through upbeat, empathetic creative and
intelligent targeting and use of media. The campaign achieved its
objectives, playing a key role in helping Siemens to secure a €700m
deal to sell SIS to Atos Origin. The sale was agreed within 3
months of the campaign - shattering Siemens' target of 3 years! The
new combined company, Atos, is the third largest provider of
Business Technology in Europe and has taken on the Business
Technologists positioning.