ABB
Industrial companies are sitting on a massive, underutilized resource—over 80% of their data goes unanalyzed. Despite generating vast amounts of operational data, most of it remains dormant, limiting efficiency and strategic decision-making.
ABB, already well known for automation technology, faced a new challenge: changing perception and building awareness of its digital capabilities—specifically, the ABB Ability™ Genix Industrial Analytics and AI Suite.
Our audience knew ABB as an automation leader. But they weren’t associating the brand with advanced digital solutions or AI.
To break through, we had to disrupt old assumptions, demonstrate thought leadership, and clearly connect Genix to smarter, faster operational decision-making.
To visualize the idea of “smarter operations,” we created a striking campaign built around a literal brain— formed entirely from industrial elements across key sectors—Power Gen, Mining, Marine, Oil & Gas. It was an unexpected, memorable metaphor that emphasized the intelligence Genix brings to complex environments.
The campaign outperformed expectations generating:
Landing Page Views
Leads
Nearly
White paper downloads
Video views—
with view duration twice the industry benchmark
With a concept that was as intelligent as the product itself, the campaign delivered on its goal: positioning ABB as not just an automation leader—but a digital transformation partner.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.