B2B | Universal Robots

Universal Robots manifest their market leader position



Having passed the milestone of 25,000 collaborative robots (‘cobots’) sold worldwide since 2008, Universal Robots wanted to demonstrate their position as the global industry leader within the collaborative robotics segment – boasting the world’s largest base of installed cobots.



Universal Robots is strongly committed to maintaining their impressive growth rates. For this, they needed a tactical marketing platform and creative execution that could act as a strong commercial lever with a campaign strategy that could effectively generate leads and reinforce their commercial goals.


In a category as R&D and technology-driven as the industrial collaborative robots industry, with a target group consisting of automation engineers, production managers and CFO/CEOs of SME manufacturers, the challenge was to leverage their market leader position and create a ‘milestone‘ campaign. This had to strike the right balance between internal context and external relevance in order to achieve the strategic goal of lead generation.



With their signature level of ambition, combined with good portion of playfulness, Universal Robots decided to produce 13 one-of-kind gold edition cobots for their key market regions.

Using their iconic signature blue joints, by painting them in a rich gold-coloured finish, one lucky Universal Robots customer in each region would receive a free ‘gold edition’ cobot. This served as the key lead magnet.

A global multistage go-to-market strategy was built on a series of short playful animation videos (created with our good friends at ThankYou Studio), print, social media and web. This created the right amount of celebratory buzz and engagement within the target group of production companies and guided them to a dedicated landing page and a sign-up flow that harvested valuable lead insights that could then be primed for further qualification in the Universal Robots’ lead nurturing flow.

“The Gold Edition robot reflects our continued commitment towards making the unlimited potential of robotics accessible for all.”

Jürgen von Hollen, President of Universal Robots

“It’s always inspiring to collaborate with a client like Universal Robots, who push for an unconventional and bold creative concept and execution that can elevate them above the traditional robot manufacturer category – with results to match.”

Phillip Jein, Senior Consultant, Sunrise

Do you want to hear more?
Contact Senior Consultant
Phillip Jein
+45 25 48 93 18 or pj@sunrise.dk

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