Wärtsilä’s W25 hybrid launch

A hybrid experience was built around the extensive exhibition stand, where the launch event was combined with a digital metaverse. Wärtsilä decided to go with a virtual solution to stand out. The virtual world made the product appear more attractive, and raised the interaction and engagement of the participants to a totally new level. It also made the experience last a lot longer as the virtual lounge was built as a permanent showroom. In creative design, it was essential to aim higher than the existing virtual or hybrid platform solutions. It needed to rise above the ordinary, still quite visual virtual experiences and truly combine the virtual and the live events seamlessly.

The launch event was planned to integrate several events and event types to one experience platform where content was used across several platforms from live events to virtual showroom and to sales presentations. This demanded a new way of planning and execution in all phases of the project. It challenged the client team but also the digital platform supplier, content creators and the event partner. All the activations and side events during the massive SMM exhibition was built to support the digital experience and vice versa. We created a bridge between the real life live events and the digital world metaverse.

Guests were able to sign up to 2 live events or have the invitation to Wärtsilä W25 Lounge metaverse. Both virtual and live launches were using the partially the same video recordings and 3D presentations. In both launches, the audience was able to dive deeper in to the materials and have personal 1-to-1 meetings with the solution experts - in live or in digital. The audience from live events were also guided to digital metaverse to enhance the experience of the new product. The whole sales team was pulled in and work for the marketing and invitations to several layers of the customers. Marketing team runned the main public campaign for the most general maritime audience and influencers. A special launch event was held for VIP customers and the press one day before. The actual hybrid event was attended by 2,800 guests on site and more than 3,000 participants virtually. The distinctive concept itself increased the interest in the launch and tripled the number of participants compared to the initial expectations. In the execution team, there were several streams running side by side. One team was building the live exhibition experience and side event, as the other team was focusing on creating the videos, animations and 3D presentations. One team was building and testing the platform so that all of the needed functions were there during the day of launch. This type of trailblazer project requires a lot of trust and motivation from all the team members. For the long lasting partnership between the client and the partners, this project was possible to be pulled together in very limited time.

The launch was built on very strict timeframe - in only 4 months timeframe. It was a tremendous push from both Wärtsilä and its partners. The new, innovative way of creating a product launch raised a lot of inspiration and excitement in the whole product team. It gathered almost 6000 people to see, hear and engage the new product. The actual hybrid event was attended by 2,800 guests on site and more than 3,000 participants virtually. The distinctive concept itself increased the interest in the launch and tripled the number of participants compared to the initial expectations. The reach of the attendees during the launch was more than double compared to previous campaigns. The commercial value of the launch was exceptional. The whole hybrid campaign reached 2.5 million contacts and produced over 400 qualified leads. The sales value of the new projects was several million euros. This was an outstanding result compared to previous launch campaigns. The new platform supported Wärtsilä's technical pioneering and sustainable development goals. According to the company's estimate, the carbon footprint of the virtual launch was 90% smaller, and the production costs of the event were about half compared to a physical event of the same scale. Hybrid events were born as compensation treatment during COVID-19, but Wärtsilä's launch demonstrated that in the future, they can be used to achieve new goals in a highly cost-effective and impactful way. It only takes a functional platform and innovative ideas.

The launch was communicated in several channels. The sales team built the campaign model to reach out the existing customers. They were contacted through emails and direct contacting for inviting them to attend one of the several event or exhibition options or to join the virtual experience. Marketing team runned the main public campaign for the most general maritime audience and influencers.

The new platform supported Wärtsilä's technical pioneering and sustainable development goals. According to the company's estimate, the carbon footprint of the virtual launch was 90% smaller, and the production costs of the event were about half compared to a physical event of the same scale. The Wärtsilä's existing event and exhibitions concept is already quite well-developed in terms of sustainability. It minimizes the use of materials, favours the recyclable material use and recommends the local use of resources in F&B, entertainment or supply chain. The concept has been in use since 2019 and was an integral part of this project as well.