The challenge: Transporting the untransportable to trade fairs and events
ABB’s main challenge lay in the physical scale of its technology. Explaining the decarbonisation of a mining fleet requires visualising the internal components of massive vehicles that are impossible to transport to an exhibition centre. The sales team needed a tool that would not only replace the paper catalogue, but also allow them to ‘open up’ the machine and dynamically demonstrate the technical superiority of its electrical systems.
For its debut at Mining and Minerals Hall 2024, ABB sought to make an impact on a specialised audience. The challenge was to condense the complexity of a complete powertrain (from the traction motor to the cooling systems) into a touchscreen interface that would allow for an in-depth yet agile technical explanation, eliminating the logistical barriers of heavy machinery.
ABB
Global technology leader in electrification and automation, focused on optimising manufacturing, movement and industrial operation through cutting-edge engineering.
The solution: Interactive application to demonstrate the transformation from diesel to electric vehicles
Innoarea’s response was to implement a showroom designed specifically for tablets. This solution allows users to view a high-fidelity 3D mining truck with which they can interact freely: rotate 360°, zoom in on the chassis and, fundamentally, participate in the energy transformation process through a “subtraction and insertion” mechanism.
Through the application, sales representatives can demonstrate how diesel components are eliminated to make way for ABB’s electric ecosystem. The showroom integrates the display of critical elements such as the traction motor, compact converter, traction batteries, etc. Each component functions as an interactive information point that displays technical specifications, allowing the sales narrative to be tailored to the level of detail required by each customer.
Elimination of heavy machinery transport costs for commercial demonstrations
Increased visitor dwell time and information retention
The customer understands the process of switching to electric in half the time
- Full 3D interactivity: Smooth navigation (rotation and zoom) on the digital model of the mining vehicle.
- Information points (Hotspots): Integrated technical data sheets on engines, batteries, and converters.
- Compatibility for tablet and PC versions.
- Bilingual system (Spanish/English) optimised for international trade fair environments.
Key findings
The implementation of this application has redefined ABB’s presentation strategy in the mining sector. By digitising the powertrain, the brand has not only gained commercial agility, but has also positioned itself as a leader in digital innovation. The tool has proven to be a magnet for leads at events, providing a tactile experience that facilitates the understanding of abstract and complex engineering concepts.
The main benefit for ABB is scalability: a solution that was created for Mining and Minerals Hall 2024 now serves as a global interactive catalogue. The sales team now has an unbeatable visual argument that demonstrates, piece by piece, why ABB’s electrification is the answer to the sustainable future of mining, achieving much more effective communication that is aligned with Industry 4.0.
