ABB needed to stand out in a highly competitive APM market and win over Plant Managers sceptical of digital solutions. The challenge wasn’t simply differentiation. It was making a digital solution credible to an audience surrounded by generic promises of better performance.
Rather than leading with technology, we put Plant Managers’ own experience at the heart of the story. Built from decades of operational data and expertise, ABB’s APM wasn’t positioned as another piece of software, but as an experienced colleague by their side: the APM you built.
The positioning struck a nerve, driving engagement more than 300% above target, with over 9m impressions, 11,000 website visits and video completion rates more than 16x the industry average.
“You blow me away with your creativity and how you bring visions to life.”
Krystal F Futter
Global Marketing Communications Managers
