Oil is oil, isn’t it? As long as you keep your machinery lubricated, job done.
Not so. For global petrochemical company, PETRONAS Lubricants International (PLI), developing exactly the right lubricant for exactly the right application is what allows them to build partnerships and contribute to the success of their customers – like the all-conquering Mercedes Formula One Team.
PLI’s goal is to use technology, like apps and online tools more, as part of their proposition, and to educate their customer base about the importance of using a specifically developed formula of lubricant. An oil or grease that’s produced to meet the specific demands of an industrial application – mining machinery, say, or power generation turbines – ensures equipment is better protected, lasts longer, and avoids costly failures and breakdowns.
So, the idea behind the PETRONAS Lubricants Toolbox app, was to engage with a very wide customer base – providing free tools and insights that would help improve their knowledge and understanding of PLI’s product range. The app would also serve as a USP – an interactive, and comprehensive customer-focused application, worthy of a market leader.
No one at PLI had undertaken anything like this before, and neither had any other supplier in the industrial space, to the extent we were proposing. This was a first for everyone.
Torpedo needed to create a single app for very different audiences. Firstly, the internal PLI audience and sales people who could use it to enhance their proposition in front of clients – through quick and easy access to product comparison tools, lube selector workflows and demand calculators. We also needed to create an app usable by end customers who’d never heard of PLI. So, it needed to be simple, navigable, and not overtly technical.
Working closely with the head of the Industrial and Marine Lubricants (PLI) business and his global marketing team, our UX/UI and content teams designed an intuitive user experience and worked closely with our technical team who were developing the features and functionality in the Ionic platform, allowing the app to work on Apple and Android devices. Three months later the app was tested and ready for launch. For this, we created a specific landing page, smart QR code (that could detect the type of device and whether it’s Apple or Android), plus supporting assets and organic social content.
The app has only recently been launched and the usage metrics are building rapidly.
"I have gone through every single tab of the App and am delighted. I even did a search on the App store to see if there is anything that comes close to what we are giving and can see nothing. I cannot believe we truly are, on this occasion, going to have a first and best. Never before in my career can I say that."