ABB Packs a Mobile Trailer with Working Robots - Event Marketer

ABB Packs a Mobile Trailer with Working Robots

DB_ABB_2008 Ex
Brand: ABB
Agency: EEI GLOBAL
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2008

Robotics manufacturer ABB sought to go where no robotics manufacturer had gone before—directly to its customer using a mobile platform. This was no small feat given that even a small robot weighs almost 1,700 pounds and has a working radius of more than seven feet. The approach was intended to greatly increase the customer dialogue with influencers in existing client organizations as well as to introduce ABB technology to new clients in expanding industry sectors.

The Robotics On The Move tour featured a 48-foot, double expandable mobile trailer with a custom interior packed with working robots. It included fully operational robot cells, a cutaway robot display that showed a cross section of the robot’s interior, a flexible presentation space that served as an interactive theater for small audiences and a classroom for training larger groups, large LCD monitors that supported both the cells and general ABB messaging and robot family kiosks that highlighted the full range of ABB products.

The exterior included an ABB-branded awning that covered hospitality service and overflow for larger audience groups.

In less than nine months, the ROTM program traveled more than 25,000 miles to 25 events throughout North America, hosting audiences that ranged from 50 visitors to crowds of over 1,000 per day. Even more importantly, it moved the sales dial. ABB sold $1.2 million worth of product and has booked another $15.1 million in future business as a result of the program.

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