Innovation contest summary report opinion

© ABB Group April 10, 2023 | Slide 1

2012 ABB China Innovation ContestCampaign summary and review

Corporate Communications, ABB China, Dec. 7, 2012


Content

About the contest

Pre-event promotion

Panel review

Onsite event and post event coverage


Content

About the contest

Pre-event promotion

Panel review



2012 ABB university innovation contestObjectives

Objectives

Build a platform to strengthen ABB’s image as an “innovative” company

Access to the talent pool of targeted universities for campus recruitment

Collect new ideas to inspire R&D

Milestone stages

April, 2012 May 14 by June 30 by Aug. 31 1st round: July 262nd round: Aug.183rd round: Sept. 74th round: Oct. 10

Oct. 12


Content

About the contest

Pre-event promotion

Panel review


Promotional matrixMulti channels

2 rounds of “targeted invitations” sent to relevant students via social media

110, 902 visits generated


*Targeted invitation

Promotion via BBS

Ad. on dajie.com

Poster in campus

Weekly promotion on 17 key target universities' BBS

12,338 visits generated

Advertisement on partner’s portal

26,193 visits generated

Posters in 17 key target universities

154,123 visits to the contest portal are received in the registration stage (May 14 - June 30)

2,730 students from 513 universities registered the contest, much higher than benchmark of similar contests within the year

Promotional matrix triggers *154,123 visits

*Comparison of registrations with other companies

*Target Invitation: Invitation letters are sent to students majoring in power/automation-related departments. *The total number of visits also include traffic from ABB official web, weibo, and others*Comparison with competitors’ information is collected from social media partner.

+16%

+177%

ABB Company 1-a foreign telecom company

Company 2- a foreign competitor company

Targeted invitation analysis Most effective promotional channel

2 rounds of targeted invitation are applied

Both lead to increase in visits and registrations

72% of total visits derive from targeted invitation


Target invitation sent




Accumulated visits to contest portal May 21 – July 1

Accumulated number of registration May 14 – June 30

Visit ration for different online promotional channels

Univ. BBS Others, eg. weibo & web

Work submission statusRatio: 17.5%

• Work submission ratio is 17.5%, 5% higher than a similar contest of a key competitor

• Reminder notices were sent on June 25, Aug. 20 and 29, which triggered the increase of works submitted

Accumulated number of works submitted (May 18- Aug. 30)

Online interactionFurther engage participants

Channels

Contest BBS (51 discussions)

Group e-mail

ABB China Weibo

Topics

Contest tips

Knowledge share

Q&A

Event logistics


ABB official weibo promotional campaignEngage public netizens

1 week promotion outcome (May 14-21)

Number of fans (weibo) increased by +5,000 within 1 week

Retweets: +6,000

Comments: +4,500

Breakdown of universities with most entries8 out of 10 top ones are ABB’s target universities

Ranking of top 10 universities in terms of works submitted

8 universities are ABB’s targeted ones


University Number of works

South China University of Technology * 72

Shanghai Jiaotong University * 58

North China Electric Power University * 47

Huazhong University of Science and Technology *

47

Shanghai University* 45

Tianjin University * 43

Nanjing University of Aeronautics and Astronautics

40

Zhejiang University * 37

Wuhan University * 33

China University of Mining and Technology 32

* ABB’s target universities


Content

About the contest

Pre-event promotion

Panel review


Review by internal and external judgesObjectiveness and fairness


• Composition of judges

• Internal: 6 ( 3 from CRC, 1 from DM\PS\LP respectively)

• External: 4 (2 professors from power, 1 expert from LP, 1 senior media insider from power)

• 4 rounds of reviews and discussions

• Onsite questions and independent scoring


Content

About the contest

Pre-event promotion

Panel review


Event snapshots17 teams are awarded


17 teams are awarded. All of the teams represent China’s top-tier universities

9 of the 17 are from ABB’s target universities (53%)

Press conferencePromote event to wider audience

22 media attended the award ceremony and press conference

ABB’s DNA on innovation and industry leadership messages are well delivered

All clipping reports are delivered in positive tones


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Innovation contest summary report opinion