How do you build category and product awareness?

Challenge

ABB wanted to launch a new service: Battery Energy Storage Systems (BESS) as a service – a flexible model designed to help businesses reduce energy costs, lower emissions and unlock new revenue streams, all without upfront capital investment.

The offering was strong, but ABB has no brand presence in the space. To win attention, it needed to move the conversation beyond technology and reframe how industries think about energy investment.  

Our Approach

We created a compelling global launch for BESS-as-a-Service that educated the target audience, built long-term credibility, and engaged energy decision-makers across key markets and industries.

Understand our markets

• We began with deep market research and stakeholder interviews to understand ABB’s positioning and white space.
• Through persona development and competitor analysis, we identified industries and regions with high potential— those actively investing in sustainability, operating in deregulated energy markets, and embracing innovation.

Develop the campaign concept

• We developed a campaign message that repositioned BESS as a lever for growth, sustainability, and operational efficiency – with a clear value proposition tailored to different industries and roles.
• We developed a bold creative concept that contrasted with competitors’ product-heavy visuals. At the centre was a stylised battery monolith—a visual metaphor for stored potential.
• We mapped the audience journey and crafted persona-specific messaging that addressed the needs of CFOs, energy managers, sustainability leads and COOs.
• Bespoke content was developed by industry and persona, shaped by key pain points and attitudes to energy transformation.
• At the centre of the campaign was a thought leadership hub, allowing users to self-select their industry and explore relevant, insight-led content.

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Establish the media plan

• We developed a multichannel paid strategy to reach priority decision-makers across Google Display, SEM, LinkedIn and sponsored content platforms, including Energy Voice and Sustainability Magazine, directing them to the microsite. 
• To deepen engagement, we used LinkedIn retargeting to serve tailored messaging and thought leadership, guiding each audience to a downloadable playbook.
• From the outset, we worked with ABB to define what success looked like, and developed channel-specific KPIs to align the media plan with campaign objectives.

Launch the campaign

• The campaign launched globally with an integrated rollout across channels and formats.
• We reviewed results weekly, optimised creative and targeting based on real-time data, and measured success against the KPIs defined at the outset.