AB Mauri IBIE Virtual Reality

Baking Science in VR

"This year, we not only expanded our presence but also tripled our impact. We couldn't have been successful without Inhance Digital on our team.

The final output put us over the top, way ahead of our competition."

Rick Oleshak
Vice President of Marketing, AB Mauri North America

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The Challenge

Optimize engagement and return on investment

AB Mauri is a baking technology company steeped in tradition with its sights set on the future. Having invested in a space three times larger than its previous exhibit booths for the annual International Baking Industry Exposition (IBIE), AB Mauri wanted the best way to showcase the company's spirit of collaboration with its industrial and artisan bakery partners while optimizing engagement with its audience at the show and proving the value of the additional investment.

The Solution

A unique virtual reality experience showcasing baking in a whole new way

Told through the eyes of an 11-year-old girl presenting to her classmates, Inhance Digital produced a behind-the-scenes documentary that demonstrates the Mauri Model in less than five minutes, taking viewers outfitted with VR headsets on an immersive, 360-degree journey through the baking experience.

The Result

Nearly 10% impression rate among 20,000 IBIE attendees

Seated in comfortable swivel chairs, 1,500-plus attendees lined up to experience the VR animated and live-action presentation in groups of up to 15. They simultaneously experienced visual and audio elements that allowed them to look around an ancient village, elementary school classroom, yeast chemistry, industrial bakery, and even through active bread-baking ovens.