3. January 2019
EMO is the world’s largest trade fair in the metalworking industry. This year it took place in Milan and the slogan was “Let’s build the future”. Over 1600 companies from 42 countries presented their products for visitors to experience them first hand. Walbert-Schmitz built the booth for MMC Hartmetall GmbH, which is a subsidiary of Mitsubishi Materials Corporation.
The stand with its high recognition value, consistent design and dynamic architecture offered an open atmosphere inviting visitors to explore it. MMC displayed some of their tools in high-quality, backlit, acrylic pedestals which allowed visitors to see and touch them. These tools are used for various applications and fulfill different requirements of the industry. Monitors, iPads and product panels gave additional information. A catering area offered space for constructive talks in a pleasant atmosphere. In addition to a large monitor wall and the flowing design of the ceiling a robotic-arm display served as eye-catcher and presented the new app with the Augmented Reality function.
The robotic arm held a smartphone which had the new app installed. Once the custom-made marker cards were captured with the smartphone’s camera, the 3D products appeared with an animation on the display. This was shown on two large 55 inch monitors. The app allowed visitors to look at the products in great detail and search for product-specific content. It also served as a sales tool and encouraged visitors to inspect the products more closely. Tablets with the Augmented Reality app were available to be tested by visitors at so-called “Exploration Stations”. The app was developed by M-PLY from Aachen.
The marker cards were distributed as giveaways at the show and are now available for download through the following link:
The application is available at the App store and Google Play store.
http://app.mmc-hardmetal.com/AR or through the search option under “MMC Product Showroom”.
An app not only supports trade fair communication in a modern way, but also reaches potential customers not attending the event. Features like Augmented Reality are technologically attractive and are used by innovation leaders as a modern marketing tool. The app is currently available in 5 languages and Mitsubishi Materials is continuously expanding it.