Siemens healthcare, a German company in the midst of changing their name to "Siemens Healthineers" (isn't that a Dr. Seuss story?) hosted a concert for their employees. A concert in which they hired a sort of Blue And Orange Man Group to dance around and make up for the shattering, stony silence of their employees.
Someone posted the video to Reddit, referring to it as a "mandatory dance concert," which, according to a representative from Siemens Healthcare, is "definitely not" true. It wasn't really a dance concert, nor was it mandatory. Apparently, the above video is only about the last five minutes of an hour long event. The CEO spoke, explained the new company direction, and only then did he unveil the Blue and Orange Man group. Of some 7,000 employees that branch employs, some 5,000 chose to attend.
As one redditor pointed out:
Although the event wasn't mandatory, it seems likely that—although the employees could have chosen not to attend—they chose to in order to keep up the appearance of being a "team player." You've all seen The Office.
One Redditor said he attended the event:
Can confirm - this killed all productivity at our newly-christened Healthineers office today. It was hard to get any work done in between the fits of laughter and moments of dumbfounded shock that anyone, anywhere, thought this was going to be a step in the right direction. A coworker of mine astutely commented "This is New Coke all over again!" Any Quickster lovers out there? Oh wait...
This is going to be immortalized forever in the annals of horrible marketing mistakes.
Thousands of people. Standing together at a show. With all the energy of a company-wide conference call. They couldn't even bring themselves to politely bob their heads to the beat. Oh, and the tragic lyrics, "One culture, one dream, one team, one name."
We are, we are, we are... Healthineers
When asked if he had seen the various disparaging comments on Reddit, the representative said "of course," but pointed out that most people only commented on the culture of corporate events, not about the new strategy or the rebranding it meant to unveil.
A solid point. Maybe next time, just see if Beyonce's available.
Update 05/06/2016 2:00 p.m.: This article has been updated to include comment from a representative of Siemens Healthcare.