ABB Energy Industries
ABB Energy Industries is a global technology leader in electrification and automation. It supports the transition to a low-carbon society by helping organisations rethink how they produce, distribute and consume energy.
The challenge
Industrial leaders are under growing pressure to lower the emissions of their existing operations and fast-track new low-carbon projects. ABB needed to communicate the full suite of its solutions and position itself as the ideal partner for decarbonisation. In short, it needed to be known for something.
The solution
Working with the creative and strategy teams at agency ROI·DNA, we developed four campaign concepts aimed at senior stakeholders across both hydrocarbon and low/no carbon industries. Each concept felt like a natural extension of ABB's global "Engineered to outrun" campaign, conveying forward momentum and transformation.
Concept 1 - The Sum
The challenge of energy transition can feel daunting. It’s an uncertain, complex landscape with evolving regulations and economic shifts. But what if we saw this challenge as an opportunity?
This concept is about more than a formula for success; it's the sum of true partnership. We positioned ABB as the agent of progress and the target audience as the heroes of energy transition. A partnership that delivers clarity, confidence, and coordination.
Concept 2 - Turning moments into momentum
Energy transition isn’t just about big moves and bold ambitions. It’s also about moments of action that build towards a more sustainable future.
This concept speaks to those wanting to turn moments of action into visible outcomes. Because the moment you decide on proof over promises, value over vision, iteration over reinvention… momentum builds.
Concept 3 - Progress at scale
Energy transition is not about having all the answers;
it’s about having the right partner to get things moving.
So, let’s celebrate moving forward every day. Let’s tell the stories buried in spec sheets. Let’s show transformation that performs today. These could be shown as call-outs in case studies, modules on landing pages, or static carousels on social media – laddering up nicely to the global ‘Engineered to outrun’ campaign.
Other companies may only highlight ‘Results in numbers’. We’ll show ‘Progress at scale’.
Concept 4 - Orchestrating Decarbonization
Just as Honeywell is associated with shaping the hydrogen story, and Schneider is synonymous with sustainability, ABB should be known for something.
This concept gives ABB’s competitive advantage a clear hook and positions it to own ‘orchestrating decarbonization’. Something no competitor does with the same level of capability and scale.
