Magneti Marelli | Transforming Product Engagement at Automechanika Frankfurt

Background

Magneti Marelli Parts & Services is a prominent name in the automotive sector, embodying Italian excellence and innovation. Known for its cutting-edge automotive technologies, Magneti Marelli is a go-to brand for both automotive professionals and enthusiasts. From mechanical parts to advanced electronic components, their range of products reflects a deep commitment to quality and technological advancement.

The Challenge

When Magneti Marelli approached us at Gravit8, they were looking for a fresh, innovative way to present their diverse product range at Automechanika Frankfurt, one of the world’s leading automotive trade fairs. The challenge was to display a wealth of detailed product information in a way that was engaging, intuitive, and easy to understand. Magneti Marelli needed an interactive solution that would make their products stand out in a crowded exhibition space.

The Solution

We developed an Object Recognition Table to meet Magneti Marelli’s needs—a dynamic, interactive platform designed to revolutionise how product information is shared and consumed.

Key Features

Interactive, Object-Specific Content Engagement: We created five distinct objects each representing a different product category:

Mechanics: Featuring mechanical parts and components.
Body: Displaying body parts and accessories.
Electric and Electronics: Showcasing electronic components and systems.
Maintenance: Focusing on products for vehicle maintenance.
Magneti Marelli Parts and Services: Offering a comprehensive overview of their full range of offerings.

When any of these objects were placed on the table, the corresponding content was triggered, allowing delegates to explore Magneti Marelli’s products in a tangible way.

Rotational Navigation for Deeper Interaction: Each puck was designed with rotational functionality. By rotating the pucks on the table, users could access different pages and layers of content, moving seamlessly through various product specifications, interactive diagrams, videos, and 3D models. This intuitive, hands-on approach provided an engaging way for users to navigate complex information at their own pace.
“Test Your Knowledge” Quiz: To enhance engagement further, we incorporated a “Test Your Knowledge” quiz. This feature allowed users to test what they had learned after exploring the content. It added an element of gamification, encouraging users to interact more deeply with the product information and retain information on Magneti Marelli’s offerings.
Data Capture for Follow-Up: The table featured a data capture form that allowed attendees to leave their contact details and express their interest in specific products or services. This enabled Magneti Marelli to follow up with potential customers after the show, providing personalised information and building stronger connections based on the interests and preferences captured during the event.

Implementation at Automechanika Frankfurt

The Object Recognition Table was a central feature at Magneti Marelli’s stand during Automechanika Frankfurt. Attendees were invited to engage with the table, selecting one of the five pucks to explore different product categories in detail. The rotational function enabled them to navigate through multiple content layers, making the exploration process both intuitive and interactive.

The quiz feature encouraged participants to test their knowledge after interacting with the content, not only adding a gamified element to the experience, but also encouraging more extended engagement with the product information.

Results and Impact

The Object Recognition Table was a standout success at Automechanika Frankfurt, delivering several key outcomes:

Heightened Engagement: The interactive, tactile nature of the table captured the attention of attendees, with many spending significantly more time engaging with the content compared to traditional displays.
Enhanced Knowledge Retention: The combination of interactive exploration and the “Test Your Knowledge” quiz improved information retention, making the learning process enjoyable and memorable for users.
Valuable Data Capture for Follow-Up: The data capture form on the table allowed Magneti Marelli to collect contact details and gauge interest in specific products, enabling effective follow-up with potential customers after the show. This personalised approach helped build stronger relationships and tailor future communications based on the attendees’ expressed interests.
Strengthened Brand Positioning: By utilising innovative technology, Magneti Marelli reinforced its position as a leader in automotive innovation, living up to its reputation for quality and cutting-edge products.

Conclusion

At Gravit8, our aim is to create meaningful and engaging experiences that genuinely connect with audiences. The Object Recognition Table we developed for Magneti Marelli at Automechanika Frankfurt offered a fresh approach to presenting their products, enabling them to interact with their audience in a more dynamic way.

This project showed how blending physical objects with digital interactivity can make product presentations more engaging and easier to understand. The positive feedback from this collaboration reflects our ongoing effort to explore new technologies and find practical, creative solutions that address our clients’ unique challenges.