What was the situation?
ABB, a global leader in the power automation industry, was preparing for the North American launch of their Emax 2, a revolutionary circuit breaker that manages power to reduce energy consumption. ABB approached Oden to create a campaign that would generate excitement for this new, innovative product.
When it was introduced, the Emax 2 would be the only breaker of its kind on the market—but that advantage would be short-lived. ABB knew that industry competitors were hot on their heels, with similar products in development. We needed to act fast and help ABB capture as much market share as they could, as quickly as possible.
How did Oden help?
Because each product represented a tremendous investment, the sales team couldn’t take it to prospects as they normally would. ABB instead planned regional events where decision makers could come see the Emax 2. The challenge? Getting these top-tier prospects to the events.
“The product was truly a game-changer,” says Bret Terwilleger, Principal/Chief Creative Officer at Oden. “We knew that if we could get people in front of it, it would practically sell itself. Because ABB had so much riding on these events, we knew we needed to hit decision makers from every angle.”
We developed a multi-channel campaign that included a pop-up direct mail piece, emails, a print invitation with a video message from the VP that automatically played upon opening, and a phone script for sales team members to use when following up.
“The combination of elements delivered in quick succession made it impossible to miss the message,” says Terwilleger. “Decision makers were compelled to come see what the product was all about.”
To support the launch, we created a digital piece with complete product details—a USB drive that actually looked like the product—in addition to a variety of other promo materials.
What were the results?
The campaign successfully sparked interest in the product; ABB not only met but exceeded their goals for turnout at the Emax 2 events.
The Emax 2 was well received in the market post-launch. ABB subsequently opened an 85,000-square-foot advanced manufacturing facility to support production of the Emax 2, among other products.