CREATE, DISTRIBUTE & USE by MEC Zurich for Abb

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CREATE, DISTRIBUTE & USE

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Industry Industrial Equipment & Agricultural Machinery, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Switzerland
Agency MEC Zurich
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ABB
Product/Service: CORPORATE IMAGE
Date of First Appearance: Oct 4 2010
Entrant Company: MEC , Lausanne, SWITZERLAND
Entry URL: http://www.youtube.com/watch?v=BnnK8CHdfTA
Head of Global Solutions, Switzerland: Huw Jones (MEC)
Senior Account Manager: Laurence Acerbis (MEC)
Head of Global Branding and Advertising, ABB: Maria Jobin (ABB)
Vice President/ International Sales Director: Jonathan Foster-Kenny (Bloomberg Businessweek)
Account Manager: Isabelle Maier (SFLB)
Media placement: Print (18 Titles) - Havard Business Review - Nov 1 2010
Media placement: Display Online (12 Sites) - WSJ.com - Nov 22 2010
Media placement: Search - Google - Nov 22 2010
Media placement: Airport Posters (16 Airports) - London Heathrow + 15 Other Airports - Jan 1 2010 - Dec 2010
Media placement: You Tube - Http://www.youtube.com/watch?v=BnnK8CHdfTA - Nov 30 2010

Insights, Strategy & the Idea
With an increasing number of energy efficiency messaging appearing, a lack of differentiation was identified in ABB's communications, with scores down -19% vs 2008. Also, given a chronic shortage of qualified engineers, we wanted ABB to be seen as the sector's company of choice for job-seekers.

ABB needed clearer signposting and simplification of its services in the 3 key phases of the energy chain - Create, Distribute & Use. We needed senior governmental officials & businesspeople to be aware of ABB's technology when making energy policy decisions at these 3 key phases.

COP-16 (UN-governmental meeting to review energy strategy) was identified as the campaign's centre point, and we used our proprietary content to communicate in a truly different way to the bland energy messaging this sector is used to seeing

To differentiate, we communicated Create, Distribute & Use via research findings from energy professionals, and release the findings around COP16.

Creative Execution

Instead of going down the well trodden path of flogging bland corporate statements, we commissioned research on energy issues, completed by professionals working in this industry. What were their opinions, and solutions for the complex problem of energy provision in the future?

The research was showcased in a way consistent with “Create, Distribute & Use”, to re-enforce the advertising messages with the solutions on offer from ABB. Therefore, questions were grouped together, and results shown around the most relevant message from ABB. Results were summarized in a short video and in print, which was used in advertising units across all media partners, and in social space.

Media strategy is notoriously forgettable in this sector. However, our strong research findings combined with the timing of the release (around COP16), ensured viral performance without precedent in this sector - 400k+ views on You Tube in 2 months.

Results and Effectiveness
The results speak for themselves:-

Differentiation objective:
“ABB’s messaging is different from other corporate ads” (in the sector): +52% vs 2009

Recruitment objective:
“Is a company I’d like to work for”: +37% vs 2009

Brand understanding:
“Is a company that helps customers use energy efficiently”: +24% vs 2009

Viral results
406,011 views of the video on YouTube. Unprecedented in this sector with a corporate style message. Generated 27 comments, with 48 “likes” on You Tube.

Video within ad unit - 19.1% shared it with others (over 7 times industry norms)

10 blog postings
29 social postings

Sources:BBRS;Voici;YouTube;Widgetbox;SocialMedia8