Positioning Siemens Energy as the leaders for a climate-neutral energy system in the North Sea
Key Results
Exceeded quarterly media coverage KPIs within the first month of pitching.
National press coverage secured in Denmark, the Netherlands and Sweden.
Significant increase in LinkedIn engagement for Siemens Energy spokespeople.
Tags
Date 2022
The problem
The North Sea holds huge potential for providing offshore wind energy to millions of people and businesses across Europe. By working together and capitalising on the development of new technologies, European governments and energy firms could transform the North Sea into the continent’s largest climate-neutral energy system by 2050.
Unfortunately, a lack of collaboration across the energy industry is failing to turn this potential into a reality. Siemens Energy realised the need for a strong voice to spearhead the conversation and effect real change. It needed to raise awareness of how the sector could modernise to make key changes, as well as inform technology innovators, politicians and energy transition leaders of just what was possible.
However, despite this drive, Siemens Energy was struggling to find the best way to get the message across.
The solution
Having been a trusted partner for many years, Siemens Energy turned to Berkeley Communications to help build not only an engaging story around the importance of the North Sea, but to amplify the messaging. It also became clear that with an established and engaged C-suite across Europe, there was the possibility to create a compelling story about the North Sea that many of the organisation’s thought leaders could deliver simultaneously for maximum impact.
Having previously relied on paid advertising, Siemens Energy had not focused on more ‘traditional’ public relations tactics. Berkeley suggested creating a central hub in the UK that would oversee media relations and produce high quality thought leadership articles for eight European markets. This allowed Siemens Energy to create one, unified message that would be consistent across its European divisions.
The thought leadership was attributed to prominent figures at Siemens Energy, including its UK and Ireland CEO, Steve Scrimshaw, and then localised for the organisation’s C-suite in Germany, Denmark, Norway, France, Sweden, Belgium and the Netherlands.
Following outreach to both national and industry media across the eight chosen European markets, we secured coverage in target publications across the continent and also generated spokesperson media briefings.
“The coverage has been of a really high standard and working in a hub model has been very beneficial. The way Siemens Energy will do future projects like this has changed; the higher-ups are now convinced this is the way to go which is much better for our business” – Agnieszka Kolejwa, European Head of Marketing in Europe for Siemens Energy.
Following this successful campaign, Siemens Energy is looking to adopt a similar model to its thought leadership and media outreach going forward.
