September, 2006 – Sinteso: So who came up with the idea?
There’s a new fire detection system from Switzerland that’s sure to generate some heat in the market. It’s called Sinteso, and it was developed by Zug-based Siemens Building Technologies.
The announced starting date for Sinteso’s simultaneous introduction in several countries was September 2006. That called for marketing communications to ensure a precisely coordinated launch of a successful campaign. This mission is now accomplished: The campaign is ready to be launched, and the marketing of Sinteso can unfold on a broad front. Here’s a summary of what was achieved in the past few months:
September 20, 2006: Central Switzerland is basking in the brilliant late-summer sun. High up on the Rigi, which towers above Zug, vacationers are protecting their skin with SPF-24 sunscreen or higher. And from the headquarters of
Siemens Building Technologies in Zug – often referred to as the most scenic location of any Siemens Group headquarters – a new generation of fire detection systems is launched on the market.
The name is Sinteso, and it stands for a modular family of systems from Siemens that supports fully integrated, networkable solutions rich in high-tech features, such as the world’s most foolproof fire detection technology.
This afternoon marks the official marketing kick-off for the Sinteso family in eight European countries. Fourteen additional countries around the globe will follow in the next worldwide marketing phase. And gernBotschaften has every reason to be very pleased along with its customers.
Flashback: February 2006: A clammy fog hides the sun and enshrouds the Alps – symbolizing the many uncertainties that surround the market introduction of Sinteso. There are more questions than answers. One thing is certain: following an international round of pitches, gernBotschaft will be the partner agency for the Sinteso market launch. But everyone involved in the project faces a mountain of uncertainties.
Soon thereafter, a two-day workshop in Zug with SBT managers for engineering development, product marketing and service marketing clears up these questions and leads to important findings about the Sinteso product line, sales channels and communications requirements in the different countries.
Summer 2006: The campaign continues to take shape. We’re transforming the basic idea presented in the pitch, “Senses and Emotion” – which refers to human senses and perceptions that are used to symbolize the sensitive Sinteso technology – into an integrated communications package. And we have to hurry, because the date of the market launch is rapidly approaching.
A few weeks later, the key projects are complete: a 20-minute video, the entire array of brochures from the image level to the product level, the road show package, ads, roll-ups, complex technical posters and more. There are also materials for internal communications, including a sales guide and the interactive toolbox for the sales team, that organize and interlink all the communications materials to make them accessible with the click of a mouse. And everything can be easily updated at any time, and adapted to each country’s language.
Everything’s set for the rollout. Sinteso can now move forward. And since everyone knows that what comes after the campaign must be addressed in advance, it’s also now the right time to refine ideas for a successful follow-up. But before we move on with our work, we want to congratulate our partners at SBT on achieving this milestone. We look forward to seeing them bask in the success of their Sinteso brand.
