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ABB
Bringing New Life To HVDC
ABB Power Systems UK wanted to revive their marketing approach for important industry event RenewableUK with a powerful and immersive experience for the ABB stand. The global power automation leaders appointed Hidden to create 4 separate augmented representations of their offshore renewable energy projects for the event.
At custom-built Augmented Reality Kiosks, delegates could navigate and explore in detail numerous aspects of ABB's HVDC systems in HD, displayed on 65inch screens with slave monitors on the reverse - also communicating the vision to those passing and drawing attention to the stand. The augmentations commanded a significant increase in footfall and dwell time at ABB's stand, seeing a promising rise in the number of new business leads generated.
In using Augmented Reality ABB have discovered a radical new way of presenting their products and technology with increased vision and enhanced accuracy via scale representation and animation. Naturally, large complex products in remote locations are extremely difficult to communicate and physically inaccessible. Augmented Reality has therefore removed sizeable logistical barriers for ABB in demonstrating intricate aspects, from internal engineering components to geographical footprint and electricity transportation.
By augmenting the offshore HVDC power conversion systems, Hidden were able to equip ABB with a dynamic demonstration method for their products and enabling them to physically place these into the hands of visitors, which was previously impossible.
