International, cross-media campaign for product launch
ABB
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.
Solution
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.
