Interactive Application: Klüber Lubrication
In a Nutshell
Faced with the challenge of showcasing its specialized lubricants for diverse needs, Klüber collaborated with Maionic to develop interactive applications. These tools not only provided visual guides that helped the sales team explain the products more clearly but also significantly boosted customer engagement and understanding at events. This collaboration highlighted Klüber's focus on precise and innovative lubrication solutions.
Impact Numbers
Klüber wanted to go beyond the traditional still product display and connect with customers
Klüber, a leader in manufacturing specialized lubricants, wanted to showcase the application of its tailored lubrication solutions on machinery and vehicular components. They realized that the usual methods of displaying lubrication bottles with text-heavy information didn't do justice to the depth of its industry expertise. Klüber wanted to highlight its capacity to create customized solutions as per the complex needs of different industries like textile and auto. They wanted a scalable solution that conveyed this dynamically and interactively, enhancing customer understanding and engagement.
Klüber and Maionic built a platform to showcase applications of customized lubrications in different industries
Maionic and Klüber collaborated to develop two interactive platforms, one for the textile industry and the other for the auto industry. Both platforms showcased how Klüber's lubrication solutions are custom-built to suit specific applications and highlight the specific components they enhance.
1. For the textile virtual platform
Interactive 3D Models
The application featured interactive 3D models of textile machinery (e.g., spinning machines, flatbed knitting machines), enabling detailed exploration of components.
Modular Design & Scalability
The project adopted a modular design, initially focusing on the spinning sector and strategically expanding to knitting, weaving, and finishing based on feedback from Klüber's Munich headquarters and international events. For each machine component, the application recommended specific Klüber lubricants, and detailed features and benefits, maximizing the tool's educational value.
Omnichannel Optimization
At major trade shows like ITMA, and ECMA (Milan), the applications helped Klüber better connect with visitors and improve their understanding of its products helping them stand out. The applications were also added to Klüber's global website, providing ongoing customer engagement and product education. This ensured the applications remained useful beyond the trade shows, becoming a permanent part of Klüber's marketing resources.
2. For the auto-virtual platform
Interactive 3D model
The platform features interactive 3D models of a 2-wheeler and a 4-wheeler, enabling detailed exploration of the components.
Modular Design & Scalability
The project adopted Klüber’s modular, minimal, and sleek brand design, based on feedback from Klüber’s India HQ and tradeshows like Auto Expo.
Informative Content
Users could see the highlighted sections, click on them, and zoom into the component. Specific product recommendations, features, and benefits were added to demonstrate the value and technical superiority of Klüber’s product.
Omnichannel optimization
The auto-virtual platform was built to keep scalability in mind, ensuring it could be used for different auto expos thereby being responsive to global needs and becoming a global marketing tool.
How Klüber streamlined sales and built stronger customer relationships with interactive virtual platforms
The Textile and Auto applications became a model for how Klüber presented its products and engaged with its varied customer base. Klüber visualized how its specialized solutions could be adapted to different industrial needs. Sales teams used these interactive tools to explain its wide range of lubricants to customers. The consistent visuals used in the applications reinforced Klüber's professional brand image and commitment to quality in all customer interactions, both online and in person. Klüber's forward-thinking approach to marketing tech magnified their commitment to improving customer engagement and exploring innovative solutions aligned with their strategic goals: enhanced customer understanding, streamlined sales, and consistent branding.
