Less Is More

Industry

Industrial

Technology

What We Did

Digital Adverts

Dynamic Stock Film

Product Film

Strategic Comms

Social Campaigns

Challenge

ABB required a trailblazing, strategic global campaign to launch their innovation, the Variable Speed Motor, MV Titanium.​ The launch campaign needed to engage OEMs, EPCs & End-Users to drive awareness about the 'less and more' messaging for MV Titanium. ​ The aim was to inspire targets with the efficiency and long-term savings of this unique, revolutionary technology and ultimately drive long-term sales leads.​ A teaser phase involved driving sign-up to a virtual launch event, followed by top of funnel awareness and traffic to the landing page to drive contact form infills (for leads to receive more information) on the campaign landing page.​

Solution

We delivered a multi-channel campaign to 16 markets: China, India, USA, Japan, Korea, Germany, Spain, Italy, Turkey, UK, Switzerland, Brasil, Mexico, Canada, UAE, Egypt. ​ We also built in targeting at key accounts.​ The campaign was split into two phases: ​ Phase 1 – Teaser (virtual event sign up)​ Phase 2 – Launch ​ Teaser phase involved teaser video and carousel + static creative, followed by a physical and streamed launch event. Launch phase promoted the launch video and launch carousel + static creative, to drive traffic to the landing page and contact form. We leveraged LinkedIn, Google Display and Bing Ads for both phases. ​ Teaser content reinforced the product as being the next gen release from ABB Motors & Generators, while launch content focused the USPs/benefits for the end-user in the artwork and the brand name MV Titanium, in the Ad copy.​ Learnings from Teaser phase were brought forward into the main launch campaign to ensure maximum creative performance. Retargeting activity was introduced in Phase 2 to bring repeat traffic to the page & cement awareness amongst relevant audiences. ​

Impact

Overall data results were excellent, with 15m+ impressions and 300k+ clicks through to the landing page, and strong learnings across channel performance and audience insights. ​ A critical part of the campaign was testing Google and Bing display ads, and the results enabled us to provide excellent insights into audience behaviour across the two platforms, which was then fed to the ABB sales teams for us in their outreach, and to marketing for use in further campaigns. ​ The product itself is made to order, but despite this the ABB team have already achieved a series of pre-orders for the product. Bearing in mind the cost of a single motor was more than the total campaign costs, the client was thrilled with the initial ROI and is now looking to localise the campaign in their regional markets for additional impact. ​