In the Viessmann Forum, augmented reality becomes an intelligent educational tool to make a complex topic like digitalization in the heating industry tangible for specialist tradesmen. In a simple and motivating way, the augmented reality show explains the potential for new, digital business models and simplified work processes – as well as for the Energiewende.

The AR presentation in the Viessmann forum makes the unseen visible. It explains new contexts and processes, and shows why customer demands are changing. Real-life objects and models are tracked by special cameras; virtual spaces, objects, texts, data streams, and other digital procedures are augmented. This enables the presenter to explain digitalization in terms of practical applications, and to show visitors exactly how connected heating can benefit homes and tradesmen alike. Everything happens live and in real time. In the process, the complex topic of digitalization was translated into relevant, practical information for the tradesmen who face the new challenges it involves.

The response from the visitors was overwhelming. In total 80,000 visitors were welcomed by the ISH Viessmann team on the five days of the fair. 15,000 visitors attended the AR presentation in the Forum. The average length of stay was 45 minutes which was an absolute maximum value. In 5 trade fair days, 190 shows were run with 8 different explainers.

The Viessmann AR show at ISH 2017 created a live interaction between brand and customers to communicate the opportunities that digitalization - and especially the digital services of Viessmann – offer. The immersive experience represented Viessmann's digital services in a memorable and easily understandable way to engage consumers, and promote brand loyalty via the whole customer journey.

To communicate its complete digitalized customer journey of Viessmann, the ISH as the world’s leading trade fair focusing on the responsible management of water and energy in buildings was chosen. The fair sets trends for sustainable heating and air-conditioning technology as well as intelligent home systems. Over 2,400 exhibitors, including all market leaders from home and abroad, launch their latest products, technologies and solutions onto the world market at ISH. By leaving the set limits of a usual presentation of a trade fair show, a forum for genuine communication at eye level is created. This leads to a climate that serves to build up trust between the customers and the brand for such a subject and in the end facilitates the access.

Digitalization in the heating industry is a complex topic, and is crucial for specialist tradesmen who want their business to thrive in future. The marketing books, blogs and forums are full of articles on various themes that are gradually taking center stage in the course of digitalization. But what aspects are relevant for a target audience of fitters and heating professionals? And how do you communicate the opportunities that digitalization offers them?