Siemens Home Appliances Campaign Offers Intelligence that Delights

A new chapter begins for Siemens Home Appliances in September. With its new global campaign, Siemens Home Appliances takes the stage to reinforce its premium positioning with a bold new approach. The campaign has been created and executed by TEAMBBDO.

At the heart of the campaign is the idea 'Intelligence that Delights', positioning Siemens Home Appliances as the premium choice for intelligent products and solutions that delight. Validated in key markets through extensive testing with Kantar Link AI and Neurons, this goes beyond a slogan. It reflects how the brand core combines intelligence with real consumer benefits, creating moments of delight and standing out in the global landscape.

The cross-category campaign platform provides a strong foundation for product communication and local campaigns. Built on a social-first approach, it delivers a wide range of assets across the customer journey – from social to TVC and offline / retail executions. New unifying creative elements ensure a consistent and premium brand experience across all global markets.

Developed and executed by TEAMBBDO, the campaign is led by its agencies BBDO (Advertising) and Interone (Digital). TEAMBBDO has been Siemens Home Appliances’ global lead agency since winning the account in a competitive pitch in 2024.

The campaign kicks off at IFA in Germany, followed by a global rollout. Featured products in the first wave include the iQ700 oven with integrated AI and built-in camera – showcasing intelligent food recognition that can identify up to 100 dishes and provide a next-level cooking experience – as well as the iQ700 Washer and Dryer, connected through intelligentDry.

"This is more than just a campaign launch. It marks the beginning of a new era in which the intelligence of Siemens Home Appliances will truly delight, inspire and connect with consumers worldwide. With this campaign, we are creating a central communication platform that works globally, can be adapted locally and strengthens the brand position in the long term”, says Klaus Karl, executive vice president and global head of the brand.

“In a category that focuses heavily on AI, our approach centres around what also really matters: the human. For Siemens Home Appliances, intelligence always serves one simple purpose: to enhance the human experience and maximise delight. You can find this intelligence not only in AI devices, but in every aspect of Siemens household appliances. For this campaign, we visualise our intelligence as the 'intelligent glow', a mnemonic device that connects users to their appliances and shows how Siemens makes life easier by reducing mental workload”, explains Uzcan Uz, Siemens brand manager global brand communication.

​Christian Rätsch, CEO TEAMBBDO adds, "This campaign is a real milestone for both the Siemens Home Appliances brand and the market. It combines technological leadership and intelligence with a new, emotional, premium and globally cohesive brand feel. It establishes new differentiation and fosters a sense of connection. We’re proud to support such a remarkable brand as BSH – TEAMBBDO was built for exactly this kind of challenge.”

​Simon Usifo, CEO BBDO Germany, emphasises, “We at BBDO are proud and delighted to contribute to such an exciting campaign. It is a powerful example of creativity and strategy working hand in hand with deep consumer insight and creative excellence. Together with Siemens Home Appliances, we are shaping communication that not only builds a strong global brand presence but also resonates meaningfully with consumers in their everyday lives.”