ABB, the world-leading power and automation technology company, was one of the Solar Impulse 2 (SI2) sponsors for the 2015 first round-the-world solar flight launch. The flight was a pioneering project that totally relied on solar power, day and night, without a drop of fuel. SI2 took off from Abu Dhabi and landed in two cities in China. The ABB and Solar Impulse partnership shared the same vision of reducing resource consumption, and increasing the use of renewable energy. Ruder Finn was tasked with raising ABB’s brand awareness and its commitment to sustainability in China.
Due to the uncertain weather conditions, landing and takeoff times provided challenges for onsite events. We established a well-prepared quick response team to ensured timely and effective support, and selected online and offline media, based on the featured activities, and SI2 stops. European-based media were invited to the Monaco Control Center for the SI2 takeoff, ahead of all other sponsors, and given exclusive interviews with ABB.
The campaign leveraged the personalities of the SI2 pilots, ABB engineers and project leader, to tell their vivid, first-hand experiences. A media tour and interviews were organized at the ABB factory in China when SI2 arrived in Chongqing, while key media were invited to the Nanjing press conference. The events generated high-quality reports on influential TV media, in-depth print stories and widespread coverage on websites and social platforms. The campaign effectively highlighted ABB’s advanced technologies and sustainable development strategy, with coverage in both domestic and overseas media.