What was the situation?
After acquiring GE Industrial Solutions (GEIS) in 2019, ABB looked to Oden for help introducing a new product—a plug-in panelboard. While both companies had power panels in the marketplace, the acquisition allowed ABB to take the best aspects from these separate offerings and combine them into a new, innovative, best-in-class product.
And with customers already inquiring about it, ABB was eager to launch the newly named upgraded panelboard as quickly as possible. Our challenge was to engage customers across multiple channels while ensuring consistent brand experiences.
How did Oden help?
With numerous deliverables to create in a short time, we developed a master messaging document to guide the production of campaign elements, helping us quickly produce materials and get to market quickly. This document mapped out headlines, product stories, benefits, value propositions, and supportive messaging customized for different audiences and industries.
Launch deliverables included a traditional brochure, website copy and layout, a print ad and digital banner ads, teaser and product videos, a sales presentation, and an email signature and rollup banners. We also conducted a full photo and video shoot not only for the campaign, but also to populate ABB’s brand library, making it easy to create consistent, high-quality materials in the future. We worked closely with the product and marketing teams to capture all the product’s features from every possible angle. With meticulous planning, we got every shot they needed (and then some), all within two days, beating the already accelerated schedule.
What were the results?
While it’s too early to measure the ad results, the client was thrilled with the campaign and gratified they could get information in front of customers quickly to help drive sales. They praised our ability to produce the highest-quality materials in record time—all while making it easy for them.