Atlas Copco Group wins at Asian Experience Awards 2026 for authentic storytelling

The initiative celebrated field service engineers through an employee-led campaign that brought the brand to life.

Atlas Copco Group won Malaysia Brand Experience of the Year - Manufacturing Technology in the Asian Experience Awards 2026 for its Always in Motion campaign.

Always in Motion focused on the field service engineers who power industries across Southeast Asia every day. The company launched the campaign to spotlight the expertise, commitment, and customer focus of these team members. Feedback from internal teams showed that these employees played a crucial role in customer success, yet their work often occurred behind the scenes.

To address this challenge, the organisation created a human-centred campaign. Instead of hiring professional actors or relying on scripted promotional narratives, the project featured actual employees. The initiative captured real working environments and genuine customer support moments. This approach turned the project into an authentic expression of corporate culture, strengthening key brand attributes like trust, reliability, curiosity, innovation, and service excellence.

The campaign aimed to increase internal pride, boost employee engagement, support talent attraction, and strengthen brand affinity with external stakeholders. Early results showed strong engagement, reaching thousands of stakeholders and generating thousands of video views alongside significant watch time and intranet interactions. Beyond metrics, the campaign gave managers a practical tool to recognise employee contributions and connect everyday service to customer success.

Externally, the project humanised the corporate identity within a technical sector. The initiative coincided with the official opening of the new integrated headquarters and regional facility in Shah Alam, Malaysia. This launch framed employee contributions as the core driver of business growth alongside the regional expansion.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].