ABB Formula E: Rapid start of an electric mobility partnership

With Merkle and a new experience platform to pole position in sponsorship

At a glance

  1. 01The challengeFascinate and inform with entertainment and knowledge about partnership
  2. 02Our approachFurther development of the communication strategy and website
  3. 03The resultABB combines an interactive experience platform with e-racing
ABBCreated with Sketch.
  • Sector

    • Industry
  • Disciplines

    • Strategy & Consulting
    • Conception
    • User Experience & Design
    • Technical implementation
    • Project management / agile workflow
  • Year

    • 2018
  • Tech Stack

    • JavaScript
    • CSS
    • HTML
  • Services

    • Experience Platforms
    • Digital Strategy

The challenge

Since 2018, the technology group ABB has been title sponsor of the FIA Formula E. The partnership is intended to increase the acceptance of electric mobility in society and promote the development of innovative technologies.

In order to communicate the partnership, strengthen the brand and generate attention, ABB commissioned Merkle to develop suitable website.

The heterogeneous target group is a particular challenge. Motorsport fans, people interested in technology, ABB customers and employees are to be addressed in order to bring the pioneering spirit of the Group into the world.

Our approach

Merkle has taken the following approach:

  • Interdisciplinary collaboration to focus on customer-centricity and seamless user experience.
  • Iterative development of the website with an agile approach.
  • Constant focus on maximum brand impact and fit.
  • The similarities between ABB and Formula E are highlighted in order to illustrate the meaningfulness of the partnership.
  • High degree of website interactivity.
  • Continuous adaptation of structure and content according to the racing calendar.

Interactive experience platform with focus on electric mobility.

Knowledge about racetracks and electric mobility.

The new ABB Formula E website conveys knowledge about electromobility, different aspects of the races and the regional information of the racetracks. In addition, the microsite specifically uses images, videos and infographics to inspire people for innovative approaches in electric mobility – especially important when the audience speaks different languages and comes from different cultures. This combination of different approaches and content enables the microsite to meet the demand for a seamless integration of the racing series with ABB.
HintergrĂĽnde zur Partnerschaft von ABB und Formular E

From users to racers.

On "ABB FIA Formula E Championship", users can drive their own virtual race, discover racing locations around the globe and experience exciting backgrounds on electric mobility and the racing series. Interactive and informative content gives the user a playful introduction to the topic. At the same time, ABB can demonstrate its position as an innovative and sustainable company by intuitively integrating its own product portfolio into the microsite.
Die ABB Formular E Microsite zeigt alle Rennstrecken der Saison

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Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany