ABB is a global leader and future-forward technology group with four world-class business areas: Electrification, Industrial Automation, Drive Technology and Robotics & Factory Automation. Building on over 130 years of innovation, ABB today operates in more than 100 countries and employs approximately 110,000 people. With its subsidiary Busch-Jaeger Elektro, ABB has realized its first almost climate neutral and cost-optimized production site in Luedenscheid, Germany. The overall solution based on ABB technologies proves that economic efficiency and carbon-neutral production are indeed very compatible.
“Mission to Zero” – an international and multimedia B2B campaign focused on a highly discussed socio-political topic. As the lead agency, we conducted a positioning workshop with various ABB divisions to determining target groups, markets and core messages. We then developed a communication strategy and motto, planned campaign measures and budgets, and set the framework for a six-month campaign including a summary of its results.
Market and Target Group Analysis | Strategic Consulting | Positioning Workshop | Concept including campaign measures | Campaign motto | Development of climate counter with complex calculations | Design | Copywriting DE/EN | PR & Social Media | Campaign Film | Animated Infographics | Project Management
What if the ABB solutions used in Luedenscheid are wholly or even partially implemented to industrial companies, entire cities or in households? How much can I reduce my CO2 footprint? How can this situation be visualised? The Climate Counter provides the solutions! Behind the in-house developed and programmed application are calculation formulas explicitly created by us. The data is based on real-time values from Luedenscheid as well as figures from official sources such as the German Federal Statistical Office or the German Federal Environment Agency. If ABB’s solution used in all industrial plants in Germany, it would save 63.24 million tons of CO2 – that’s more than 124 billion loads of laundry. See for yourself:
The microsite conceptualized, designed and written by us according to the Content Funnel principle contains all information about the Mission to Zero. It includes the climate counter, the comprehensive OPTIMAX® solution, 3D animations, other reference projects, the press area and the campaign film. Following the customer journey philosophy, an intuitive microsite structure picks up the target groups developed in our strategic workshop – society and politics, industry, municipalities and the press – all in equal measure:
Interactive Trade Fair Media
For the 2019 Hannover Messe, we have developed an interactive animation, which is fed with Luedenscheid’s current daily values and shows the positive impact OPTIMAX® has on energy consumption and energy costs in concrete figures. The trade fair animation was further developed and integrated by us for the microsite.
Infographics and Fact Sheets
Numerous infographics and fact sheets illustrate the synergy of ABB solutions, CO2 savings, smart energy management, as well as the individual components in Luedenscheid in an easy and fast way. It supplements the press releases and translates the sophisticated technology into an easy-to-understand format.