Summary

The Wärtsilä Lounge, a virtual environment launched on the Movya Storyverse platform, redefined product launches in the marine industry. By adopting an innovative metaverse approach, Wärtsilä successfully engaged a global audience while promoting sustainability. The initiative exceeded expectations, doubling participant numbers and generating ongoing marketing leads.

Objectives

Wärtsilä aimed to revolutionize product launches by reducing carbon footprints, increasing accessibility, and driving engagement in a traditionally conservative industry. The Wärtsilä Lounge served as a future-proof, sustainable, and interactive space that aligned with the company’s mission of innovation and continuous improvement.

Approach

Rather than opting for conventional in-person launches, Wärtsilä took a bold step into the metaverse. The team focused on creating an intuitive, user-friendly virtual experience that was immersive yet practical. Key considerations included ease of use, reusability of the environment, and fostering engagement through digital twins and interactive elements.

Implementation

The project was executed through close collaboration with Movya, leveraging their Storyverse platform. The team worked in an agile manner, iterating based on user testing and real-time feedback. Challenges such as engagement methods, audio configurations, and content structuring were addressed dynamically, ensuring a seamless experience. The platform’s flexibility allowed Wärtsilä to maintain high-quality execution within a tight timeline.

Impact

The Wärtsilä Lounge delivered exceptional results, attracting 200% more participants than expected. The digital experience stood out in the marine industry, providing an engaging, innovative, and sustainable alternative to traditional launches. Internally, even initial skeptics embraced the approach, reinforcing Wärtsilä’s position as a marketing and technology forerunner. The virtual space continues to generate leads and remains a valuable asset for ongoing marketing efforts.

Exportability

This case underscores the power of digital transformation in marketing. Key takeaways for industry leaders include:

1. Embrace bold, unconventional approaches despite industry norms.

2. Establish clear, measurable objectives and track them diligently.

3. Be adaptable—allow ideas to evolve and pivot when necessary.

4. Prioritize content reusability to maximize long-term value.

5. Foster team collaboration and celebrate talent to drive success.

By pushing boundaries, Wärtsilä has set a benchmark for sustainable and innovative marketing practices in the marine industry and beyond.