Title	ABB ACS880 - ELEPHANT IN A PORCELAIN SHOP
Brand	ABB
Product/Service	INDUSTRIAL DRIVES
Entrant Company	BOB THE ROBOT Helsinki, FINLAND
Advertising Agency	BOB THE ROBOT Helsinki, FINLAND
Media Agency	MEC Helsinki, FINLAND

Name	Company	Position
Mikko Hovi	Bob The Robot Oy	Planning Director
Kari Eilola	Bob The Robot Oy	Copy writer
Lasse Kangasmaa	Bob The Robot Oy	Art Director
Maija Silamo	Bob The Robot Oy	Account Director
Antti Saarela	Bob The Robot Oy	Producer
Mikko Kalso	Bob The Robot Oy	Graphic Designer
Jaakko Itäaho	Bob the Robot Pictures	Director
Lauri Aalto	Bob the Robot Pictures	Executive Producer
Julius Greis	Bob the Robot Pictures	Editor

Brief Explanation

A drive is a device controlling an electric motor. As a product it is box, and that’s it. For any drive the accuracy and safety are key features. However, all the players have the same claims, and it is very difficult to stand out from the competition, no matter how sophisticated features your product has. The buyers are engineers. They are as interested in drives as the normal guy is in vacuum cleaners. Their life is full of more catchy things, like cars, TV shows and games. That’s it! Create a show, surprise, entertain. Take motor journalist Vicki Butler-Henderson from Fifth Gear, build a huge crash test elephant and put the beast in the middle of porcelain. We created a symbol of accuracy and safety that will stand out and can be owned by ABB: We have a drive that can control an elephant in a porcelain shop.

The Campaign

ABB was launching a new industrial drive, which helps to control electric motor more accurately and safely – all important arguments, but at the same time widely over used in drive marketing, worn out and thus meaningless. We went to an industrial hall, where we had a typical application for our drives, a crane. We built a set of shelves and a “crash test elephant”, and invited the motor journalist from Fifth Gear to test our drive’s features. The key elements of the campaign were three online-videos in the campaign site, YouTube and online advertising and email newsletters motored by marketing automation. As a result the top-of-mind of ABB drives grow by 125%, top-of-mind of the product by 146%, and the buying intention went up by 76%.

Creative Execution

ABB Drives is marketing drives globally in over 100 countries. This campaign was a pilot of a new global marketing model and was executed in Germany. As the ABB’s old model was based mainly on local print campaigns in each country, the new model has one common online platform that all the countries can utilize. The key idea in the model is creative communication combined with marketing automation. We used targeted YouTube and online advertising to drive traffic to the campaign hub, where you could watch three short videos about the elephant in a porcelain shop. Each video focuses to one important feature. In hub you can also study the features closer, download white papers and sign for ABB Drives newsletter. Marketing automation was used to retarget the online ads, videos and banners, as well as for follow-up.

The pilot was very successful and proved to be much more effective than traditional campaign model, both in terms of money and communication. ABB Drives’ Top-of-mind grew by 125%. The Top-of-mind of the product grew by 146%. The buying intention of the product went up by 76%. After successful pilot the model is now being launched in other countries, at the moment in China.