Virtual solutions for real needs

Experience & Innovation

WORKING TOGETHER TO TAKE COMMUNICATION TO THE NEXT LEVEL

Italtractor ITM is a global leader in the design, manufacture and distribution of undercarriage components and complete undercarriage solutions.

In 2016 it launched TrackAdvice, a new service allowing clients to inspect the degree of wear of their undercarriage components. This tool offers great benefits, ensuring they receive the right spare parts, which can often be very expensive and bulky. Access to mine sites, however, is not permitted - for

obvious reasons of safety and secrecy – so ITM had a problem on its hands: how could potential clients try out TrackAdvice? Life had the answer: using technology and innovation.

RETHINKING THE IDEA OF EXPERIENCE

The simple yet highly original idea was to recreate a visit to a mine using virtual reality. In 2016, virtual reality technology was being integrated more and more into advertising strategies, due to its ability to surprise and its potentially infinite applications.

Life came up with the idea of an immersive video which transported prospects into a mine built three-dimensionally using VR by simply donning a 3D Oculus visor. Accompanied by a virtual ITM technician, they could see how TrackAdvice worked in the field, explore all the features and realise the full potential of this new tool.

The VR experience was presented to the public at Bauma, the leading trade fair for the undercarriage industry, which is held in Munich. An enormous spiral-shaped tensile structure was built for the occasion. A limited number of people could enter at a time and a visor was placed at the centre.

The dramatic entrance, the element of teasing and the wow effect of the VR experience made the public launch of the TrackAdvice service memorable, out of the ordinary and contemporary. Life’s strategy hit the mark, thanks to its technological expertise and its desire to push the boundaries of communication.

BUYERS AND SMARTPHONES - THE ELEMENT OF SURPRISE

The VR experience was then adapted for Cardboard as part of a large-scale advertising mail campaign aimed at ITM prospects. Using their smartphone, they could launch the virtual ITM experience and discover all the features of TrackAdvice.