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Case Study

Magneti Marelli together with Reply take the Motor Show by storm with "Smart Glasses"

An innovative application has been combined with a sustainable paper design that, in a few simple steps, becomes a pair of 3D glasses. This is the immersive brand experience created by Bitmama and Forge Reply in cooperation with Magneti Marelli.

Customer:
Magneti Marelli

Bitmama

Bitmama, which specialises in consulting and conceptual design for digital branding, is one of Italy’s most important digital creative agencies. By combining the creative talent of the Armando Testa Group and Reply’s technological excellence, Bitmama addresses the brand market with a multiplatform approach, also bringing a store of experience, in terms of brand marketing, creativity, and technology, on a par with the highest international standards. Bitmama relies on a team of professionals skilled in: classical advertising, digital advertising, relationship strategy and web-applied technology, mobile telephony and digital P.O.S.

Forge Reply

Reply Group’s Forge Reply specialises in the development of games for mobile devices, smartphones, tablets, for both the consumer and enterprise markets. Forge Reply is dedicated to the development of 2D and 3D titles and games for the main application stores and supports companies in the introduction of new modes of communication and participation, based on the interactive and involvement logics which are typical of gaming (problem solving, engagement and a`teamwork). Gaming provides companies with a new channel for reaching their clients, launching a new product, updating their brand perception on the market and also creating innovative staff qualification and training courses.

Magneti Marelli

SCENARIO

​Magneti Marelli is a world leader in the design, production and distribution of technological solutions for the automotive sector. Since 1919 it has been supplying the most famous brands in the motor industry and now employs 38,000 people in 18 countries worldwide. Its constant focus on research and innovation has led the brand to select Bitmama and Forge Reply, which represent the creative and technological excellence of the Reply Group, as partners for a collaborative project that involves a dramatic shift in its corporate image.

In particular, Magneti Marelli has decided to pursue the following objectives:

  • To boost the public's engagement with its brand by exploiting the visibility of a major event like the Motor Show;
  • To demonstrate its commitment to innovation;
  • To present the products it has created for the major automotive brands in a comprehensive and immersive manner.

THE SOLUTION

On the occasion of the 39th Bologna Motor Show, Magneti Marelli offered the public an experience that it totally innovative in the context of Italy's automotive sector. At Magneti Marelli's stand, visitors were invited to try on the special "smart glasses": a set of interlocking cardboard pieces that use a smartphone screen to create an immersive virtual reality experience.

With the glasses in place, the viewer is immersed in a bright and futuristic showroom. All around, the viewer sees pillars depicting the various car brands that use Magneti Marelli components. Simply by moving his or her eyes, the viewer can control the interactions, the movement of the pillars within space, and the animations: the experience changes and evolves at each shift in direction of the viewer's eyes. Simply by fixing their eyes on the pillars for a few seconds, for example, viewers can see layers appear with information and technical data on the Magneti Marelli products, accompanied by photos and videos. The technological solutions that are usually hidden away inside cars are shown to the public in a clear, detailed and immersive way.

A project that combines the innovation of an app with the sustainability of a cardboard frame that, in just a few simple steps, becomes a pair of 3D glasses. An unusual showcase and a device that transforms contact with the Magneti Marelli brand into a memorable experience, thanks to the partnership with Bitmama and Forge Reply, companies belonging to the Reply Group.

THE VALUE ADDED BY REPLY

Top-level skills, specialisations and many years of experience in the digital world, all combined with creativity, technological excellence and the ability to cooperate among a network of companies focused on a variety of fields. These are the strengths that have helped underpinned the success of the project devised by Bitmama and Forge Reply in cooperation with Magneti Marelli. Throughout the process, they supported their client by understanding its requirements and cooperating as partners, to create a results-oriented and close-knit team.