Siemens - The Launch of The Crystal

In 2011 Siemens created an urban sustainability infrastructure business arm worth £16.5 billion and employed over 80,000 people. As part of this dedication to sustainability they launched one of the world’s most sustainable buildings in London called The Crystal. 

The challenge for MSL was to establish Siemen’s as legendary sustainability thought leaders in the infrastructure space. Siemen’s needed a PR communications partner to create a lot of noise and generate national and international excitement and coverage around the pre launch, launch and post launch of this epic game-changing building. Our communications strategy included stakeholder engagement, media outreach, community relations, and digital and social media strategy. 

During the pre launch stage we ran a ‘Topping Out’ milestone event to mark construction reaching its highest point and announce the name. The Mayor of London, Boris Johnson, visited the site to mark the occasion. Coverage appeared on the BBC, the Evening Standard and Wired Magazine.

Nine months later on September 19th we launched the Crystal with 3 events across 3 days and achieved the following coverage:

On top of that, MSL worked with Academy Award winning director Davis Guggenheim to create a unique young film makers project.  These films from London, Berlin, Sydney, Rio, Mumbai, Istanbul and Johannesburg tell a story that connects us all on the issue of sustainability.