Captivating customers with real-time 3D

How Autoliv – the world’s largest automotive safety supplier – is leveraging Unity to drive technical sales and marketing effectiveness

Autoliv: A Unity case study

自動車安全制御装置を供給する世界最大手の Autoliv は、生命を守る最も革新的で信頼性の高い製品を開発することに尽力しています。同社の製品(エアバッグ、ステリングホイール、シートベルトなど)の背景にあるテクノロジーが進化するにつれて、Fortune 500 にランクインする同社は、同社のさまざまな製品をさらにアピールできるよう、販売およびマーケティング戦略を最新化する要望を持つようになってきています。 

リアルタイム 3D テクノロジーを活用することで、この自動車業界をリードするティア 1 OEM サプライヤーは、最新の製品ビジュアライゼーション体験を届けています。それは、同社の世界各地の営業担当者のほか他部署でも愛用されるアセットになり、何百人もの従業員によってさまざまな業務に活用されています。

 

  • The challenge

    Develop an intuitive, interactive way to engage people and improve product visualization

  • Platforms

    iOS

  • Team members

    Autoliv: 65,000 employees globally

  • Location

    Stockholm, Sweden

A cutting-edge solution to sales and marketing challenges

Since Autoliv’s products are best showcased within their contextual environment – that is, in an automobile – demonstrating the various product types and their complexities presents challenges. While Autoliv relies on physical product demonstrations at tradeshows, transporting those same models to individual sales meetings or roadshows is expensive and infeasible; relying on PowerPoint demonstrations, however, is inadequate.

Autoliv は、クライアントの競争力を高める持続可能なソリューションを提供している革新的な IT ソリューション企業 Cybercom とチームを組み、Unity を活用して堅牢でありながら使いやすい iOS アプリケーション、Explore 3D の開発に取り組みました。Autoliv のアプリによって、グローバルセールスチームやマーケティングチームは最先端の方法でデモを実施できたことに加えて、自社の救命製品への理解を促進することにつながりました。

その成果は以下のとおりです。

  • Autoliv の製品スイートに対する顧客エンゲージメントが高まり、理解が深まった
  • テクノロジーに精通していることを潜在的な購入者に知らせるために、Autoliv の世界各地の営業担当者が簡単にデモを実行できるツール 
  • プラントオペレーター向けのより詳細な学習機能
Made with Unity application: Explore 3D
AR アプリの詳細を見る
Explore products interactively

The Explore 3D app provides an immersive way to explore more than a dozen of Autoliv’s automotive safety products.

ホットスポット
See everything in context

The products are displayed within a model vehicle. Users can hide parts of the vehicle to get a better view of Autoliv’s offerings, as well as tap on hot spots to learn more about specific products.

Look inside

An “X-Ray” option makes it easy to see Autoliv’s products throughout the vehicle.

Learn about the products

Users can explore each product and learn more about its location, features, and benefits.

Decide what to focus on

In the ”Models” section, users can isolate individual products.

膨張した状態の図
See products in different modes

Users can see the airbags deployed using the “Inflated” view.

分解組立図
Explore product components

Users can see any product’s components using the “Exploded” view.

バーチャルデモ
Watch virtual demos

In the “Features” section, users can see virtual demonstrations of specific safety products.

Access further resources

In the "Media" section, users can access photography and videos of each product.

AR アプリの詳細を見る ホットスポット 膨張した状態の図 分解組立図 バーチャルデモ

Creating emotional stickiness

“We wanted to create a new type of ‘emotional stickiness’ that helps anyone exploring our products to improve their understanding and real-time decision making,” says Christoffer Malm, Director of Digital Business & Mobility at Autoliv.

With the help of Cybercom – whose role in the partnership was to guide Autoliv in their product visualization experience, digitalize and modernize it for easy to-use in sales and marketing activities – the Explore 3D application was born.

Explore 3D provides interactive visualization of upwards of 15 Autoliv products in a real-time, three-dimensional view. While Explore doesn’t completely replace the need for the physical touch and feel of certain products—say a steering wheel in your hand or how a seatbelt reacts—it greatly enhances a remote experience, adding to the customers’ level of engagement and understanding around the products.

The iPad-based application encourages customers to explore the products on their own, whether at a plant lobby or tradeshow booth. They can easily visualize where inside the car components are located and why they are mission-critical to vehicle safety. Plus, sales reps can readily transport iPads to small roadshows, onsite client meetings, and other scenarios where it may be difficult or cost prohibitive to showcase physical products. 

Following on the success of Explore with sales and marketing, an additional use case emerged in the manufacturing side of the business, prompting plant operators to leverage the technology to gain a deeper understanding of how the parts they produce are used within the car.

 

クリエイティブパイプライン

Transforming the creative pipeline with Unity

Explore アプリケーションの開発中、Cybercom は Autoliv 社内の Unity 開発者と協力し、PiXYZ を活用して Autoliv の製品のコンピューター援用設計(CAD)データを Unity に迅速に取り込むことで、個々の製品につき 4 日かかっていた移行と最適化にかかる時間を、わずか 6 時間に減らしました。 

Unity の開発プラットフォームとしての柔軟性とカスタマイズ性により、Cybercom と Autoliv は幅広い用途に対応する、堅牢なアプリケーションを構築できました。その乗物の中の製品をさらに視覚化するための X 線図や横断面図から、特定の製品のコンポーネントをより近くで見ることができる「分解」機能、さらに車内を 360 度どの角度からも見ることができる軌道カメラまで、そのような新しいインタラクティブなコンセプトが Unity により簡単に実装されました。

さらに、Unity は Cybercom の開発者とアーディストがアプリケーション用の直感的なユーザーインターフェースを制作している間、リモートで共同作業を行えるよう支援しました。「Unity エンジンの機能と、Unity アセットストアから入手したさまざまなアセットを組み合わせることで、クリエイティブパイプラインが完全に変わりました。」Cybercom の XR アドバイザー Ahmed Assal 氏はこう述べています。「Unity のおかげで、非常に緻密で写実的な見た目に仕上げることができます。さらに、Unity は新しいアイデアを試し、短時間で繰り返して、迅速に実行に移すのに本当に役立ちました。」

仮想未来

Driving toward a more virtual future

Autoliv is currently exploring additional implementations of Unity across its product lifecycle as part of its greater AR/VR goals, including pilot projects for setting up crash testing, optimizing and adjusting production lines, and laying out factory floor plans. 

“Now that we have Explore, we’re starting to put it in the reception areas for every plant, and cascade it out to the organization at a global level,” says Malm. “We’ve also already seen increased interest from our customers to see our products in this interactive way.” 

Looking farther ahead, Autoliv is reviewing what it would mean to introduce Explore as a VR experience, providing an even more immersive way to experience its products in a digital world.

 

 

Christoffer Malm, Director of Digital Business & Mobility, Autoliv

“Thanks to Unity, you can easily detect the engineering beauty behind our products. You see all the detail that goes into the product and how it’s fitted into the rest of the car. This technology really heightens the excitement as well as the understanding around our offerings.”

Christoffer Malm, Director of Digital Business & Mobility, Autoliv
Ahmed Assal, XR Advisor, Cybercom

“The capabilities of the Unity engine, combined with the different assets we used from Unity Asset Store, transformed the creative pipeline completely. With Unity, we can make things look photorealistic, with a high degree of detail. Plus, Unity really helped us to experiment, iterate quickly, and execute new ideas quickly.”

Ahmed Assal, XR Advisor, Cybercom
Christoffer Malm, Director of Digital Business & Mobility, Autoliv

“We wanted to create a new type of ‘emotional stickiness’ that helps anyone exploring our products to improve their understanding and real-time decision making.”

Christoffer Malm, Director of Digital Business & Mobility, Autoliv
Ahmed Assal, XR Advisor, Cybercom

“With Unity we have the flexibility to go as low or high level as we want. It allows us to go deep to customize what we need, but at the same time have the high-level capability to create, experiment, and do so much in a very short amount of time.”

Ahmed Assal, XR Advisor, Cybercom

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