In the second half of 2022, Siemens Home Appliances renewed its premium, tech-focused, and design-oriented positioning "Future at Your Home" to "For Those Curious About the Future," adding sustainability and visionary dimensions.
The new positioning launched with its first advertising film emphasising environmental benefits. Kaan Urgancıoğlu was the brand face. The film portrayed hope for a better future through technology's ease, embracing not only today but tomorrow.