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ABB and Formula E: Pioneers of Electromobility

BACKGROUND

ABB is a pioneering technology leader in power grids, electrification products, industrial automation and robotics and motion. Building on a history of innovation spanning more than 130 years, the company is writing the future of industrial digitalization with two clear value propositions: bringing electricity from any power plant to any plug, and automating industries from natural resources to finished products. To help rapidly raise the value of the brand, a broad and global audience needed to understand how ABB innovation was helping drive the fourth industrial revolution.

EXECUTION

In 2016, Serviceplan Suisse helped ABB develop its new brand promise, “Let’s write the future. Together”. By 2018, this was an underlying part of all ABB communication. The brand’s partnership with the ABB FIA Formula E Championship made it the world’s first and only title sponsor of an FIA racing series. The championship’s association with ABB legitimized Formula E’s position as an incubator for the technologies shaping everyday electric mobility. For ABB, the partnership offered an opportunity to test and develop its mobility solutions, and communicate its range of sustainable innovations for other sectors like energy infrastructure and manufacturing. 

Such an abundance of activity has made the last two years extremely successful for ABB communication, with brand recognition and popularity growing worldwide. Media coverage has been outstandingly positive, while social media presence and engagement rate have also risen significantly. Overall, ABB’s brand value has increased by 22% in just a year, according to the 2018 Brandfinance report.

Info

Client
ABB Asea Brown Boveri Ltd.

Branch
Industry

Category
Campaign