ABB wanted to quickly reach as many machine builders as possible. The goal was to highlight the advantages of the HDP compared to DC motors and convince the audience that ABB’s motors were the best choice. Traditionally, many DC motors remained on the market and continued to be used by machine builders, even though they were both more expensive and more complex than the smarter HDP AC motors. Now, customers had the opportunity to take a step up to motors from a higher tier.
We developed a complete marketing communications package to launch the HDP motors. We created the creative concept “Harnessing the Power” to demonstrate the motors’ superior power density—in other words, their strength and performance—the most important HDP motor characteristic and a classic ABB advantage. The concept ran throughout the campaign—from commercials and product animations to white papers and press releases.
In our commercial, we introduced the HDP motors under the tagline “Harnessing the Power”, which visualizes the strength of the motors.
We designed a banner that showcased the range of motor sizes in the HDP series.
A brochure, white paper, customer presentation, and press release rounded out the launch materials.
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