This year, CONEXPO added a new wrinkle to the once-every-three-years opportunity it offers construction industry marketers like JLG. In addition to the hundreds of “commercial” booths at the Las Vegas Convention Center, the show added a “Tech Experience” pavilion devoted to the industry’s latest innovations. For JLG, this presented an important branding opportunity – a chance to demonstrate the company’s commitment to safety and the job site of the future.
Godfrey helped JLG create an immersive live-action, 360-degree virtual reality short film that put visitors in the boots of a boom lift operator on a job site. JLG’s 10’ by 10’ booth had six VR viewing stations where show attendees could experience the feeling of moving a boom platform in the exhibit space. Virtual reality technology showed them how JLG’s advanced object detection system would alert them to hazards.
For most users, JLG gave them their first opportunity to experience VR in a real-world construction setting.
While other manufacturers used VR animations to show simulated training environments, JLG was the only one using live-action video. The technology made the real benefits of the enhanced detection system easier to understand and appreciate. Marrying VR and video allowed JLG to take the user as close as possible to the real thing. For most users, JLG gave them their first opportunity to experience VR in a real-world construction setting. For others, it was their first opportunity to experience VR itself.