International, cross-media campaign for product launch


ABB is a global leader and future-forward technology group with four world-class business units: Electrification, Industrial Automation, Drive Technology, Robotics & Factory Automation. Building on over 130 years of innovation and headquartered in Zurich, Switzerland, today ABB operates in more than 100 countries and employs approximately 110,000 people. We developed a product launch campaign for a new series of switch actuators set to revolutionise smart buildings and infrastructure.


Develop a cross-media product launch campaign for the newest generation of ABB switch actuators for both national and international markets.


We developed a comprehensive B2B campaign concept for the product launch rolled out over several weeks, giving each product in the series time in the spotlight. The grand finale presented the entire series to position ABB as the leading solutions provider, offering the most expansive range of products in the market. We developed three distinct key visuals to express the benefits of the Standard, Professional and Combi switch actuators that serve unique target groups defined by our market research analysis. Our creative team developed all online banners, brochures, advertisements, flyers, and product highlight films. Our native-speaking copywriters developed all German and English campaign measures, and we coordinated the adaption of the copy into Italian, Spanish, Chinese, French, and Dutch.


Strategic Consulting | Concept Development | Action Plan | Key Visuals | Design | Copywriting DE/EN | Storyboard | Project Management

Key Visuals

Three distinguished key visuals for the Standard, Professional and Combi switch actuators correspond to the respective areas of application. Each was composed to symbolize its operational environment using a composition of numerous individual motifs.

Product Highlight Films

Three product films and one video for the entire switch actuators series show the advantages, benefits, and application areas emotionally and dynamically. Each video was adapted into seven different languages.

Campaign Measures

Holistic marketing toolkit including advertisements, roll-ups, online banners and flyers to complement the product launch campaign.


Easy to understand graphics highlight the areas of application of each type of switch actuator.

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