An integrated PESO campaign that had both a B2B and B2C thrust. Prior to the event content on Siemens approach to investing in Africa was positioned via thought leadership as well as content and interviews about digitalisation and business to society. For delegates arriving at the summit the first interaction point was a digital activation at the airport that showed through a virtual map the infrastructure projects in Durban where Siemens has been involved. Over the three days of the summit, Siemens global and local CEO announced two MOU agreements with the governments of Uganda and Sudan, participated in a live TV panel discussion and met with various African government delegations and business partners to reaffirm Siemens commitment. Various media partnerships were secured with leading South African broadcast, print and online platforms (Business Day TV, Business Report, Classic FM & CNBC) as well as one-on-one interviews with international newswires and broadcasters including CNN and BBC. At the same time Siemens launched a short film called Him, Her & Me to South African audiences which was widely shared through social and digital platforms and tells the story of how Siemens touches South African’s lives everyday through its technology.