We supported ABB with a wide range of strategic and content assets based on the 25-year anniversary of UniGear switchgear.

ABB wanted to use the anniversary as a platform to talk about UniGear, and needed our help to ensure that the campaign wasn’t just self-congratulation but actively spoke about UniGear’s present value and future potential. Based on the overall campaign concept ‘Flow Non-Stop’ and key customer personas, we needed to develop detail and produce multi-format content so ABB could keep telling fresh stories for 12 months.

Initial strategic work set pillars and key messages for the year’s content. In the campaign’s first phase, to support creative for global activation, we produced a series of content assets including: campaign explainer for internal teams, talking points, landing page, infographic concepts, promotion for a webinar, nurturing emails, and social posts. In a campaign this long, you can’t plan everything in advance. We stayed agile as the client’s needs evolved and they brought new assets and developments. The campaign evolved to incorporate new switchgear products and energy-saving technologies; we didn’t just tweak existing assets but brought entirely new messaging and content, including a whitepaper.

The campaign created overall awareness and consideration at a crucial time when demand for switchgear is growing. Webinar and gated content also generated leads. By tying the campaign to performance and not just longevity, we helped reinforce UniGear’s reputation and leverage its history into a strength for the future.