How do you guide customers through unfamiliar terrain?
That was the challenge ABB faced as it introduced its Ability™ digital solutions to industrial plant managers – an audience known for caution, not change.
As it happened, industrial plant managers knew they needed to digitize. They understood it would help them unlock the full potential of their operations. But they had concerns about cyber security risks, which they thought would come with digitization. This meant they weren’t transforming as fast as they could.
ABB, the therapist
You can’t just tell a cautious audience that it’s all OK, or ignore their doubts altogether. Both are dismissive and unlikely to work.
We decided to be there for our audience, giving them the content and support they needed so they could make more informed decisions. The creative was still key. In this instance, our creative centred on the concept of therapy.
By lending a listening ear and tackling their feelings head on, we reassured them – letting them know that ABB’s solutions met the highest global standards for cyber security.
The results?
Trust and numbers. Specifically:
7.3k emails opened.
1.1k social media and content clicks.
1.2k video views.
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