Who we are

What we do

Explorations

Projects

News

Contact us

Select Language

English

ABB

ABB Machinery Drives

AI and creativity for a new B2B communication.

Client

ABB Motion Drives

Services

Strategy, Copywriting, Art Direction, Social Media Management

Industry

Manufacturing

The client

ABB's division specializing in variable frequency drives, with over 50 years of engineering expertise and proven operational reliability.

The challenge

To increase awareness of the Machinery Drives series among OEM audiences across key industrial segments (Crane, HVACR, Farming, Textile, Ceramic), translating complex technical benefits into immediate, distinctive communication.

THE SOLUTION

The 2025 campaign: reliability takes shape.

Building on the journey initiated in 2024 and aligned with ABB's global positioning, "Engineered to outrun," the new concept "Reliability to go further" was created.

A promise that transforms the brand's longstanding efficiency into a growth driver for its customers.

To strengthen the message, the creative team introduced a visual language never before seen in the industry, leveraging the potential of generative AI.

THE SOLUTION

The 2025 campaign: reliability takes shape.

The Xchange on AIr radio took shape on a digital channel, where you can:

Listen to AI-generated music streams, designed to cover various genres and moments of the day, along with personalized songs created at the interactive stand. All tracks were created with Suno AI, a prompt-based tool that allows generating customized music.
Receive automated announcements between songs for the start of sessions, and reminders of event appointments and content.
Retrieve conference highlights in the form of short podcasts: all managed by AI, from text to voice.

Five animals, each associated with a specific industrial segment, became immediate metaphors for performance, quality, and reliability, making the benefits of the product range more accessible and memorable.

The campaign came to life through an integrated online and offline strategy including a hero video, landing page, LinkedIn activations, email marketing, display banners, trade media editorials, and an out-of-home campaign across Italy's main industrial districts.

Cartellone pubblicitario in metro per la ceramica. con lo slogan "con ABB, ti adatti a ogni sfida" e un camaleonte dai colori simili alle piastrelle su cui si trova. In basso i prodotti ABB

Results

+1,37M

total impressions

876.076

LinkedIn impressions (reaching 401,264 unique users)

500.000

display impressions.

The 2026 campaign: the product range evolves.

Building on the success of the previous year, the collaboration with ABB continued with the launch of the ACS380-E drive, the latest addition to the Machinery Drives series.

The new concept, "Connectivity that evolves your business," expands the narrative introduced in 2025 by placing product benefits at the center of the story.

Once again, AI and the animal world remain the common thread of the visual narrative. The octopus symbolizes connectivity and distributed intelligence; the armadillo represents safety and protection; the weasel embodies agility and flexibility.

Each character interacts directly with the product, creating a high-impact communication system that conveys technical advantages in a clear, engaging, and original way.

The 2026 campaign: the product range evolves.

La radio Xchange on Air ha preso forma su un canale digitale, dove poter:

Ascoltare gli stream musicali generati dall'intelligenza artificiale, pensati per coprire diversi generi e momenti della giornata, insieme alle canzoni personalizzate create allo stand interattivo. Tutte le tracce sono state realizzate con Suno AI, un tool prompt-based che permette di generare musica customizzata.

Ricevere gli annunci automatizzati tra una canzone e l'altra per l'inizio delle sessioni, e il promemoria degli appuntamenti e dei contenuti dell'evento.
Recuperare gli highlights delle conferenze sotto forma di brevi podcast tutto gestito dall'AI, dal testo alla voce

immagine pubblicitaria con slogan "la connettività che evolve il tuo business" e un polipo che tiene fra i propri tentacoli un prodotto ABB

La campagna pubblicata su LinkedIn e sul sito ABB

The strategy unfolded in two phases:

the first phase, launched during SPS Italia, maximized awareness for the product launch through LinkedIn video ads, display banners, and Spotify audio advertising.
The second phase activated the various industrial segments through dedicated LinkedIn carousels and retargeting activities, with the goal of converting generated interest into tangible business opportunities.

La strategia si sviluppa in due fasi:

la prima, in occasione di SPS Italia, punta a massimizzare la visibilità del lancio attraverso video LinkedIn, banner display e audio advertising su Spotify;
la seconda attiva i diversi segmenti industriali tramite carousel LinkedIn dedicati e attività di retargeting, con l'obiettivo di trasformare l'interesse generato in opportunità commerciali concrete.

La strategia si sviluppa in due fasi:

la prima, in occasione di SPS Italia, punta a massimizzare la visibilità del lancio attraverso video LinkedIn, banner display e audio advertising su Spotify;
la seconda attiva i diversi segmenti industriali tramite carousel LinkedIn dedicati e attività di retargeting, con l'obiettivo di trasformare l'interesse generato in opportunità commerciali concrete.

Results

+2M

display impressions in one week

92%

audio pre-roll listen-through rate

+450.000

LinkedIn impressions

+160.000

unique users reached on LinkedIn

+1.650

LinkedIn clicks

Three years of continuous collaboration

From reliability to connectivity, the journey developed together with ABB Motion Drives demonstrates how creativity, technology, and artificial intelligence can redefine the rules of B2B communication.

A project that continues to evolve over time, combining strategic consistency with a constant drive for innovation.

Back to all works