German engineering workhorse Siemens was looking for an unexpected way to break through to their audience of C-suite and management execs, opinion leaders and influencers, employees, and new recruits. The goal was to prove how Siemens work is helping redefine what manufacturing means in America, while showing a different side of the company that could inspire engagement in an unexpected way.

Siemens’ advertising has traditionally featured successful client case studies.

Siemens is known for updating factories and bringing them into the digital age. They make complete end-to-end hardware, software, and tech solutions that help factories run as efficiently and reliably as possible.

So we wondered, what if Siemens updated the oldest factory in the world, the factory with the most famous CEO, the most demanding customers, the most unforgiving timelines, and a statistically impossible distribution system? What if Siemens re-outfitted Santa’s Factory?

To tell the story of Santa’s factory overhaul, we combined a lush animated world with clever copy in a rich interactive experience that shows how Siemens is changing the face of manufacturing. Animated videos are interspersed with opportunities to interact with Siemens’ technology on the factory floor and a game that allows users to redesign and test-drive Santa’s sleigh with Siemens software.

The illustration style is a twist on an old classic, capturing the joy of the Christmas season while featuring Siemens technology. Everything, from the characters faces and expressions and wardrobe to the painterly backdrops to the ingenious little details was carefully crafted to evoke holiday magic while also staying true to Siemens authentic, optimistic, elegant tone.

We reached users through targeted emails, display advertising, and social media. And they came in droves; we exceeded goal impressions by 10.4 million, doubling the standard Siemens click through rate.