ABB Group / Technology

The client

ABB is a globally leading technology company with more than 100,000 employees worldwide. The company’s roots go back more than 130 years. Over time, a number of enterprises—most recently united in 1988 under the newly founded ABB—have played a decisive role in shaping the history of electrification and automation. From breakthroughs in circuit breakers to Schuko plugs, the first frequency converters, and even the first modern industrial robot, many milestones in these fields are closely linked to the ABB name.

The assignment

Many people are familiar with the acronym “ABB”—but far fewer actually know what the company offers. In recent years, ABB has sharpened its focus on two core areas: digitalization and sustainability. All of the company’s products and services are designed to help industry save energy and become more digital and sustainable through innovative technologies.

To communicate this focus, ABB launched the online magazine “Destination Future” (Destination Zukunft): a platform for telling the many exciting stories around this mission. The magazine covers breakthroughs from ABB’s own research centers—such as using artificial intelligence to take energy management system forecasting to an entirely new level—as well as concrete real-world applications, like the straightforward installation of such a system in a small bakery.

The task for Ruess Group was therefore twofold:

1. Create broad awareness. ABB should become synonymous with “energy saving.” Even industries not previously targeted by ABB should be reached, so that in as many meetings as possible about reducing energy costs and emissions, ABB is the first name that comes to mind—regardless of sector.
2. Reach niche audiences. At the same time, highly specific and often very small target groups needed to be engaged with relevant stories about ABB’s latest innovations—such as water and wastewater specialists, BACnet users, or HVAC experts.

Services

• Planning and execution of social ads to ensure a broad public audience engages with the stories of the Destination Future web magazine and connects ABB with the themes of digitalization and sustainability.
• Planning and execution of targeted social ads to reach more specific audiences—such as students and potential trainees—with the stories from Destination Future that are most relevant to them.
• Planning and implementation of an SEO and LLM strategy to make ABB’s innovations visible and discoverable for highly specialized target groups.