Reply and ABB Motion Renew Partnership
Reply's Triplesense unit has renewed its collaboration with ABB Motion Drives to launch a new campaign for the Machinery Drives series. The campaign utilizes artificial intelligence and an unexpected visual style.
Triplesense Reply, part of Reply Group, has renewed its collaboration with ABB Motion Drives, specifically focusing on the ABB Drive Products division specializing in low-voltage frequency converters. The renewed campaign aims to reach the OEM (Original Equipment Manufacturer) audience with a clear message and enhance the product range's recognizability.
The project builds on the experience from 2024 but introduces a new visual and narrative approach. The campaign's slogan has evolved from "Reliability that drives your business" to "Reliability to go beyond," aligning with ABB's new global positioning, "Engineered to outrun." This signifies a shift from emphasizing operational stability to enabling customer growth and new opportunities.
Triplesense Reply has leveraged artificial intelligence to transform the advantages of the frequency converters into striking visual metaphors. Five animals, each linked to a key segment (farming, crane, ceramic, textile, and HVACR), serve as immediate metaphors for reliability, quality, and performance, highlighting the strengths of the Machinery Drives series with an unexpected visual style for B2B marketing.
The integrated multichannel campaign utilizes various touchpoints to reach the target audience. Digital channels include a new hero video, a refreshed landing page, LinkedIn posts, DEMs, and banners, alongside editorials in industry publications. Offline efforts include OOH advertising in strategically selected industrial areas, with a focus on ceramic, textile, and farming districts.
This campaign strengthens the shared path between ABB and Triplesense Reply, built on trust and experimentation. It paves the way for new creative languages and strategies increasingly focused on delivering customer value, drawing from ABB's over 50 years of innovation in Low Voltage Drives.