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The client
Donaldson is a global leader in technology-led filtration products and solutions, serving a broad range of industries and advanced markets across six continents.
Although the products and technologies are not always visible, they are at work in hundreds of ways, from bulldozers to hearing aids, and from R&D laboratories to grain processing facilities.
One of the industries served by Donaldson is the mining sector, with filtration solutions to endure the grit, dust, and heavy loads of mining operations. From air intake to hydraulic and fuel systems, Donaldson technologies help extend component life, reduce maintenance, and keep machines running strong deep into every shift.
The challenge
Donaldson’s mining portfolio is broad and powerful — but often under-discovered. Many prospects and existing customers are only aware of a fraction of the possibilities.
So we flipped the perspective. Instead of pushing products, we created an interactive experience that starts from the user’s world. A familiar environment where users can discover which solutions are relevant to their situation.
Key requirements were user-friendliness, visual attractiveness, and intuitive exploration and discovery.
The concept
Three immersive 3D islands — surface, processing and underground mining — bring familiar environments to life. Users navigate, zoom in, and uncover relevant solutions in each context. Not by searching, but by exploring.
Each of the islands show the typical machines and installations that serve as the navigation tree towards relevant product and info pages.
This concept is perfectly scalable and broadly applicable, for use on the website, on big touch screens in meeting rooms, at trade shows, exhibitions and events.
The result
Because timelines were tight, we leveraged AI-driven tools to rapidly create engaging 3D worlds without compromising on quality. It allowed to iterate in a highly efficient manner.
Both online and offline use are supported. On some trade shows and in remote (mining) areas, connectivity can be challenging, so the offline option is crucial.
Donaldson is now able to unlock the full value of its mining portfolio via a clear, intuitive and engaging journey, enriching cross- and upselling and sales conversations.
Future expansion with extra content and calls-to-action is already planned for.
Have a look at this dynamic sales and marketing tool on the Donaldson website!
