Siemens Mobility
Using storytelling to make the future of rail mobility more human

Global rail transportation is changing significantly due to a convergence of major technology and consumer trends. Digital, AI and automation technologies are directly re-shaping rail operations. The push for greater energy efficiency and clean energy is a high priority, requiring new technology solutions. Customer experience design thinking is responding to raised consumer expectations for passenger travel.

In an increasingly fragmented competitive environment, the stories Siemens shares with their stakeholder audiences are more crucial than ever. They must demonstrate how Siemens weaves these trends into a benefit driven mosaic of safer, faster, cleaner, more timely travel with promises of a passenger better experience and lower environmental impact. Demonstrating transformation in action.

Tea & Water helps Siemens Mobility create compelling narratives and content that shines a spotlight on Siemens proven and innovative rail technologies. Our assignment has been as a strategic partner and as a creative partner.

Strategically, we have pioneered a client input process that is both structured, inclusive and exploratory in nature. The goal is to arrive at ‘ahas’ and actionable insights together through conversation. Through the format of Storytelling Circles, participants define priorities and opportunities together. As the name implies, these are creative, collaborative and playful. The focus is on stories, what drives them and storytelling techniques.

Using this approach, Tea & Water has produced a range of creative assets including video, digital and social. We’ve created libraries of photographic images: designed to enable in-depth storytelling and long tail digital and social media campaigns.

The multi-use aspect of the asset libraries results in sales presentations, conference & trade show identity & presence and key images in corporate brand initiatives.

Reference cases and proof of successful, scalable implementation are essential for rail system operators as they consider partners for new technology upgrades and implementation.

We have created a series of video stories and related content that put Siemens latest technologies in a human context. With new digital train control and advanced signaling, we demonstrated their impact on the end user experience and passenger satisfaction. With each video focused on market specific stories, in the UK and Denmark, we’ve brought to life the Siemens brand claim ‘Transform the Everyday’ in a human context.