An AI-powered TV show drives new business for tech giant, ABB

We proved that using the latest technological innovations, such as AI voice technology, can create distinct content that drives global engagement. As a result, the online video series for Sparx smashed KPI targets by an incredible 1,875%. An enormous win and a delighted client.

The Challenge

Pioneering technology leader ABB wanted to own the conversation around smart buildings, to communicate with existing and potential clients in a way their competitors were not.

The Approach

After reviewing the marketplace and ABB’s needs, we created Sparx – a groundbreaking bi-annual online video series designed to bring its target audience closer to the most exciting and challenging conversations in the smart buildings community. We took the bold step of producing a 30-minute magazine-style TV show that enables us to tell a variety of informative stories in an entertaining and familiar way.

Sparx is one of the first shows to be presented entirely by an AI voice, whose 907 personalities and multiple accents and languages are a powerful tool. We fully repurposed the entire platform for individual markets worldwide, translating the show into multiple languages with distinct graphics, and localised web addresses. Our in-house systems architects constructed the digital platform. While our in-house production teams created 3D, Cinema 4D and in-show animations.

We utilised detailed analysis of site interaction data and audience surveys to facilitate customer collaboration, allowing the audience to influence future show content.

Sustainability is a focus in every step of the production of Sparx, with ABB and Smyle sharing the same core values and determination to align with net zero goals and to be a positive force for change.

The Result

Sparx has smashed the client-set KPI targets by an incredible 1,875%. As well as driving people to the platform, we helped unlock targeted new business by obtaining clicks on their ‘Discover More’ button. An enormous win and a delighted client.