Triplesense Reply and ABB Motion: A Renewed Partnership with the New Machinery Drives Campaign

Turin, September 17, 2025

Triplesense Reply renews its collaboration with ABB Motion Drives, and in particular with the ABB Drive Products division specializing in low-voltage frequency converters, for the launch of a new campaign dedicated to the Machinery Drives series.

The project builds on the 2024 experience but reinterprets it with a new visual and narrative language.

The goal: to reach the OEM audience with a clear and memorable message, increasing the recognizability of the product range.

An evolving concept

From the claim “Reliability that drives your business” to “Reliability to go beyond”: the 2025 Drives campaign integrates ABB’s new global positioning, “Engineered to outrun.”

Not just operational stability and continuity anymore, but also the ability to enable growth and new opportunities for customers, taking their business to the next level.

Thanks to artificial intelligence, Triplesense Reply has transformed the advantages of the range into striking imagery, taking the storytelling of frequency converters to another level.

With a visual style unexpected in B2B, five animals—each linked to a key segment (farming, crane, ceramic, textile, and HVACR)—become immediate metaphors of reliability, quality, and performance, highlighting the strengths of the Machinery Drives.

An integrated multichannel campaign

The campaign unfolds across multiple channels to reach the target audience at their most relevant touchpoints:

• Online: a new hero video, a refreshed landing page, LinkedIn posts, DEMs, and banners, as well as editorials in industry publications;
   
• Offline: OOH in strategically selected industrial areas, with a focus on the ceramic, textile, and farming districts.
   

An ecosystem of content anchored in ABB’s 50+ years of innovation in Low Voltage Drives.

A growing collaboration

With this campaign, ABB and Triplesense Reply strengthen a shared path built on trust and experimentation, paving the way for new creative languages and strategies increasingly focused on delivering value to customers.