They were merging two existing maritime software products — My Digital Fleet, a legacy product from ABS, and Nautical Systems from ABS Group (an ABS affiliate). The new product would be a leader in the industry, and it needed a distinctive, memorable, trademarkable brand to stand above the competition. Adcetera delivered in record time, christening the new offering ABS Wavesight and launching it at one of the maritime industry’s most important tradeshows.
While its history dates to the 1860s, ABS is today a leader in the digitalization of fleet management — combining advanced edge networking, cloud computing, and AI to help optimize uptime, streamline crew and personnel management, and drive decarbonization efforts. In combining My Digital Fleet and Nautical Systems into a single solution, ABS was moving sharply ahead of their competitors — and they turned to Adcetera to give their initiative the distinction, polish, and visibility it deserved.
We deployed our One Voice Program methodology to get to the heart of the ABS offering:
And finally, with the ABS Wavesight name, brand, positioning, and messaging in hand, we stood up a launch campaign that included a microsite, print and digital advertising, press materials, a launch video, and a launch event at the 15,000-attendee International WorkBoat Show.
Long experience in brand strategy, brand development, and naming for B2B and B2C brands have proven the value and effectiveness of the Adcetera One Voice Program. The process combines deep market, competitive, and client insights with a creative approach that delivers distinctive naming, messaging, and visual identity. And as in the case of ABS Wavesight, we can bring it all to market with multichannel campaigns that showcase the offering for the right audiences at the right time.
