Giving a Europe-based company a North American voice.
When ABB, a Europe-based electrification products and technology company specializing in advanced industrial technologies, first came to Oden, it enjoyed tremendous success and high brand awareness globally. However, its Low Voltage Products division sought to strengthen its position in North America. Our task? To raise the brand profile, improve product launches, and produce marketing materials that resonated with North American audiences.
Working within tight brand guidelines, we were able to tweak ABB’s strategic approach. We introduced subtle creative changes that included human elements in imagery. We wrote provocative headlines that led with benefits and value instead of technical features. Soon, success with segment-specific direct mail and collateral led to an opportunity to spearhead the North American launch of ABB’s revolutionary Emax 2 circuit breaker, the only breaker that both protects electrical circuits and manages power to reduce energy consumption and vastly reduce waste and cost.
We worked with ABB from the start on a multi-channel strategy for Emax 2. The plan included production of a custom video invitation that attracted top-tier prospects to regional Emax 2 events. The launch was highly successful, and in 2016 ABB opened an 85,000-square-foot advanced manufacturing facility not far from Memphis to produce the Emax 2, among other products, for the U.S. market.