Lube Cafe: Mobil
In a Nutshell
Mobil wished to renew sales-customer interactions through an immersive virtual experience, transitioning from traditional static displays to dynamic, engaging presentations. Maionic created a 360-degree virtual showroom that weaved Mobil’s transformation story and innovative lubricant products. The showroom, targeting the mining industry, helped its sales team converse about mining-related problems and generate more leads.
Impact Numbers
Mobil wanted to create an interactive experience that connected customers to their solutions
Mobil has been known for its keen understanding of its customers’ problems. To fully empathize with their customers, they wanted to visually showcase how their lubricants help solve their day-to-day. Doing this using immersive 3D technology became a base that the Mobil sales team needed to catalyze fruitful conversations with their mining customers.
We figured that the problem was in the method of our interaction. It wasn't inviting or engaging enough. So we decided to dip our toes into the immersive world so that it would show our entire product range and also touch on the vision, commitment, and history that comes with it
Mobil and Maionic created an interactive space that was a centralized experience for excellence
Mobil's marketing team sought to create an interactive space where their sales team and customers could engage meaningfully. They wanted to dynamically demonstrate Mobil's engineering solutions and specialized products, with a strong focus on their relevance to the mining and construction industries which are crucial sectors in India. Along with that, they wished to facilitate both formal and informal discussions, fostering an environment where new ideas could emerge and customer relationships could deepen. Ultimately, this initiative aimed to enhance customer understanding and support for Mobil's wide range of offerings within these critical industrial applications.
Mobil and Maionic collaborated to create a 360-degree virtual environment named ‘Lube café’. This setup mimicked a real café where conversations would flow easily regarding the products, enhanced by digital tours showing the applications of lubricants in machinery.
The environment was sectioned off into multiple zones that catered to different topics. Visitors would begin their journey by understanding Mobil’s brand story. The timeline displays traces Mobil’s history - right from its contribution to the world’s first flight to its impact on different industries today.
1. Service zone
The service zone spoke about the excellent service provided by Mobil’s experts and the progress they have made on lubrication innovation when it comes to the mining industry.
2. Performance zone
The performance zone provided detailed proof of how Mobil is helping mining industries to be more efficient.
3. Product Display zone
This zone was created specifically targeting the mining industry. The zone showcased lubricants for bearings, hydraulics, and engines. Visitors could click on videos or PDFs to download brochures or speak to an expert about the product.
4. Equipment Display Zone
This zone had 3D virtual assets of a loading truck and excavator; machines frequently used in mining. The virtual assets had interactive hotspots. Clicking on these plus signs provided visitors with valuable insights into how Mobil lubricants could improve performance in various areas of the machine. Users could change the wireframe of the model with ease and they could also view the product in VR via Sketchfab. They could get in touch with an expert should they have any more questions or concerns.
Additionally, gamified experiences were incorporated to break from the monotony of consuming information and boost engagement and fun.
Multichannel Optimization
Mobil takes pride in engaging its customers across multiple platforms. With that in mind, the project was built to suit that outreach. The Mobil Lube Cafe was optimized so that the sales team could engage with prospects on the field with a simple tablet or even laptop.
The project was later adapted for the touchscreen kiosks at Mobil’s exhibit booth. This way prospects could directly engage with Mobil’s offerings. After engaging with the prospects, the sales team could just as easily share a link to the project in case the prospects need information to browse through at their own pace and convenience.
Mobil used a multi-sensory approach that fostered a better understanding of their products and reinforced brand recall
Mobil's innovative approach gave remarkable results. By introducing a dynamic interactive tool, they empowered their sales team to forge deeper, more meaningful relationships with customers. This solution is seamlessly integrated into both in-person presentations and remote engagements. Even at expos, this interactive platform has proven to be a powerful catalyst for customer engagement and lead generation. The mix of interactive elements, captivating 3D product explorers, and fun, engaging games creates an immersive experience that leaves a lasting impression on attendees. This project inspired Mobil’s Indonesian counterpart to build a similar experience with Maionic for their local audiences. By embracing these dynamic, immersive presentation tools, Mobil has significantly enhanced its ability to communicate the value proposition of its products. This strategic approach has not only increased their visibility within the industry but also cultivated stronger, more enduring customer relationships, ultimately contributing to positive business outcomes.
