How to effectively reach the B2B segment
ABB
Together with our client ABB, we created the first ever magazine cover painted by a robot.
reach in Czechia
global reach
Challenge
How to effectively reach the B2B segment
Industrial robotics and automation is no longer just a topic for automotive companies or large industrial halls. Thanks to increasingly affordable solutions, this technology sector is opening up to every conceivable form of industrial use, including small and medium-sized enterprises. But how to reach this significantly limited B2B segment? And how to deal with the challenge posed by the fear of technological complexity and maintaining workplace safety? These questions were addressed by ABB Robotics, a traditional manufacturer and supplier of robotic solutions to businesses of all sizes. Especially for smaller and medium-sized ones, a collaborative robot or cobot is the ideal option.
How to
From robot to artist
Our creative team searched together with the client for a suitable medium to communicate this message to a specific target group. The goal was to avoid a conventional full-page advert that would not be able to sufficiently convey the whole idea of human-robot collaboration. We chose Forbes magazine, specifically its technology special Forbes NEXT, as the ideal medium for targeting SMEs. In addition to the thematic relevance to the segment, we were able to show the concrete result of human-robot collaboration in a relatively small space and with maximum impact on the target audience. The project consisted of two phases:
The print campaign: The Forbes NEXT featured a cover created by the robot and an extensive article about the entire cover creation process and the capabilities of the GoFa robot. Additionally, this phase included the NEXT Big Thing technology conference, where the GoFa robot signed copies of "his" issue of Forbes NEXT.
Online Campaign: Composed of video and static visuals from the creation of the visual.
Impact
Global success and numerous awards
The campaign has had a significant impact both in the Czech Republic and globally. It reached 160,000 people domestically (print magazine, social networks, conferences, etc.) and approximately 330,000 users globally (ABB social media profiles). The project became part of ABB's global campaign to promote collaborative robotics.
Kristýna Tmejová, editor-in-chief of Forbes NEXT magazine, also confirms the uniqueness of the project. It made sense for us to dedicate space on the cover of a magazine about the future to new technologies and explore the possibilities of combining artificial intelligence and collaborative robots."
The project also appeared in the "katovna" section of Médiář, where it was the winner of the 38th week. The success of the entire campaign is confirmed by awards in prestigious industry competitions - in 2023 we won two awards in the Lemur competition (1st place in the B2B category and 3rd place in the Industry category). Thanks to our first place, we are now in the international SABRE competition, which will take place in 2024. The project was also awarded 1st place in the FLEMA competition and as a Top Rated achievement in the Zlaty strednik competition.
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