Re-establishing a brand in a highly competitive market.

B2B , Building & Construction

Advertising // Media Planning & Buying

What do you get when you combine the legacy of a trusted brand with the innovation of a new entrant? We helped ABB position their new load center line as more than customers could ever imagine.

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ABB is a pioneering global technology leader—but when it comes to the U.S. building and construction market, they’re still relatively unknown. Their acquisition of GE Industrial Solutions brought them a well-established and trusted residential player, but the brand was lagging behind after a long period of underinvestment.

By combining ABB’s innovation and investment with GE’s line of products, ABB was able to create PowerMark™ PRO—a new, superb load center—to offer its distributor partners as well as electrical contractors and residential builders.

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We were tasked with introducing PowerMark PRO while leaning into both GE’s legacy and ABB’s technological prowess. And we realized that while our multiple target audiences view load centers through different lenses, their needs are ultimately the same—a load center that’s effective, reliable and safe.

As the “brain” of a home’s electrical system, the load center makes everything possible. It feeds electricity to lights, appliances, water heaters, stoves, microwaves, dishwashers and all outlets in a dwelling.

With that in mind, we came up with an idea to highlight PowerMark PRO’s capabilities in a fun, unexpected way that would resonate with distributors, contractors and builders alike.

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Along with our video, we extended our new world across multiple integrated tactics including print, digital banners, emails and native ads, all featuring the different ways PowerMark PRO can solve customers’ most pressing load center pain points and driving them to a dedicated landing page.

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Over a four-month period, the campaign earned more than 5.5 million impressions along with 10,000 visits to our landing page. With email open rates 2x higher and clickthrough rates 3x higher than the industry average as well as strong performance on brochure downloads and video views, our content clearly resonated with our audience.

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