SRB HA Campaign

Challenge
Atlas Copco engaged ArmstrongB2B^® to support the market introduction of the SRB HA, a highly advanced bolting solution entering a category still dominated by traditional hydraulic and pneumatic tools.

Despite its clear technical advantages, there was limited awareness and understanding of smart, battery-powered bolting systems among target audiences. Many operators and decision-makers were accustomed to conventional methods and sceptical of newer digital solutions, particularly in safety-critical environments such as wind energy and heavy industry.

The challenge was twofold. Firstly, to clearly communicate the SRB HA’s unique combination of safety, precision and performance in a way that resonated with both operational and strategic stakeholders. Secondly, to bridge the knowledge gap around digital tightening, real-time data capture and connected assembly, demonstrating tangible, real-world value.

The campaign needed to engage a diverse audience, including OEMs, contractors, engineers and procurement teams, each with different priorities ranging from operator safety and usability to efficiency, compliance and long-term cost savings.

Strategy
Our strategy focused on making advanced technology accessible, relevant and credible through clear, audience-specific storytelling.

We positioned the SRB HA as a step-change in bolting technology, centred around three core pillars:

• Safety – highlighting the twin-trigger system and reduction of common operator risks
• Precision – showcasing integrated torque and angle control for error-free tightening
• Productivity – emphasising cordless operation, high torque output and suitability for remote environments

To maximise relevance, we aligned messaging to key audience needs:

• Operators and field teams – ease of use, safety and mobility in challenging environments
• Engineers and decision-makers – accuracy, reliability, and integration with digital workflows
• Procurement and O&M stakeholders – reduced downtime, improved efficiency and long-term value

We also identified the wind energy sector as a high-impact application, using it as a primary proof point to demonstrate the SRB HA’s capabilities in demanding, real-world conditions.

Creative
The creative approach brought the SRB HA’s innovation to life through a cohesive visual and content ecosystem, designed to balance technical depth with clarity and impact.

We developed a strong campaign identity that reflected the product’s advanced engineering and digital intelligence, supported by high-quality visual assets and motion content. This included:

• Photo-realistic 3D renders showcasing the product’s design, ergonomics and key features
• Application-based CGI visuals placing the SRB HA in real-world environments such as wind turbines
• Animation explainer content illustrating how the technology works and the benefits of smart tightening
• Brand and product video content combining narrative storytelling with technical demonstration

To support sales and engagement, we created a comprehensive suite of collateral, including:

• Product brochures and technical data sheets
• A detailed white paper exploring the benefits of smart bolting
• Infographics simplifying key features such as safety, precision and data capture
• Sales enablement tools, including presentations and objection-handling materials

This was complemented by a targeted digital campaign, incorporating email marketing and social media assets to drive awareness, engagement and lead generation across key markets.

By combining technical storytelling with visually compelling content, the campaign successfully positioned the SRB HA as a category-defining innovation, reinforcing Atlas Copco’s leadership in smart, safe and connected bolting solutions.