Case Study: ABB activates Formula E sponsorship with Fifty audience insights

ABB targets 1.12M World Changing Technologists with Fifty

The customer, ABB, a major Swiss engineering company, faced the challenge of activating its title sponsorship of Formula E to increase its brand recognition. They needed to understand the sport's global audience, which was not the typical motorsports fan, in order to tailor its marketing story. The vendor, Fifty, used its audience intelligence platform to analyze the massive Formula E fan network.

Fifty's analysis identified a key audience segment called World Changing Technologists. This insight allowed their partner Endeavour to create a targeted video campaign, "The Pioneers," which Fifty then activated globally. This solution made ABB's sponsorship more efficient by precisely targeting an audience interested in innovation, who would be more likely to engage with ABB's products.

ABB