Microsoft HoloLens: Elevator Maintenance

Augmented reality leaves the demo room

Microsoft HoloLens is not only about futuristic consumer experiences. Its real power emerges in enterprise environments.

A strong example is ThyssenKrupp, which uses HoloLens to redefine how elevator maintenance is performed in the field.

Instead of relying on manuals, phone calls, or trial and error, technicians receive contextual, real-time information directly in their line of sight.

How HoloLens changes elevator servicing

With HoloLens, elevator technicians see what they need while keeping their hands free.

Technical documentation, schematics, and checklists appear as holograms overlaid onto the physical elevator system.

Remote experts can see exactly what the technician sees and guide them step by step.

This turns maintenance into a guided, collaborative process rather than an isolated task.

Why this matters for industrial operations

The impact goes beyond convenience.

  • Reduced downtime
  • Shorter training cycles
  • Improved first-time fix rates

Most importantly, expertise becomes scalable.

Knowledge is no longer locked in the heads of a few specialists. It becomes part of the workflow.

A glimpse of the future of work

This use case shows what augmented reality does best.

It does not replace workers. It augments them.

Complex tasks become easier. Errors decrease. Confidence increases. Work becomes safer and more efficient.

This is where mixed reality stops being a novelty and starts being infrastructure.


A few fast answers before you act

What is the Microsoft HoloLens elevator maintenance use case?

ThyssenKrupp uses Microsoft HoloLens so field technicians can see schematics, checklists, and contextual guidance overlaid onto the elevator system while working hands-free.

How does HoloLens change the maintenance workflow?

It puts documentation and step-by-step instructions into the technician’s line of sight, and enables remote experts to see what the technician sees so they can guide the job in real time.

Is this only relevant for elevators?

No. The same pattern applies to any field service or industrial maintenance scenario where hands-free guidance, fast troubleshooting, and expert escalation reduce downtime and errors.

What is the measurable value driver in enterprise AR like this?

Reduced downtime, faster training, and higher first-time fix rates. The key is that expertise becomes repeatable and scalable inside the workflow instead of remaining locked in a few specialists.

The Village Telephone

In the mountain village of Tschlin, it is so quiet that when the telephone in the village square rings, you can hear it from every corner of the village. So when that phone starts ringing, people move. The butcher. The innkeeper. The pastor. Whoever is closest. The whole premise is simple: if the phone rings and nobody makes it in time, the caller wins.

The idea in one line

Turn “quietest place in Switzerland” from a claim into a game people can test in real time.

What Graubünden Tourism and Jung von Matt set up

Graubünden Tourism and Jung von Matt/Limmat publish the village phone number online and invite anyone to call it between 10:00 and 20:00. If a resident answers, you get a conversation with a real person from Tschlin. If the call goes unanswered, you win prizes such as free stays, dinner, or merchandise.

To prove that nobody is sitting next to the phone “waiting,” the campaign also runs a live view of the village square, so participants can see what is happening and who is answering. The transparency is part of the promise.

How the mechanic creates tourism interest

It makes the destination benefit testable

Most tourism ads describe tranquility. This one lets you attempt to break it with a phone call.

It turns locals into the medium

No actors are needed. The villagers are the campaign, and that authenticity is visible in every answered call.

It creates a built-in story loop

Call. Ringing. Sprint. Answer. Or silence. Win. The narrative resets every time the phone rings, which is exactly why people keep trying.

The timeframe that makes it feel like an “event”

The action runs from Monday, June 6 to Saturday, June 11, 2016. It is short enough to create urgency, and long enough to become a talking point beyond Switzerland.

Signals that the stunt travels

Reported outcomes for the six-day activation include 30,000 attempted calls, 3,906 conversations, and 1.5 million video views, alongside significant media pickup.

The deeper point

This is a clean example of “proof marketing.” The campaign does not ask you to believe that Tschlin is quiet. It gives you a simple action to attempt, shows you the village while you do it, and lets the locals validate the claim with their own behavior.


A few fast answers before you act

What is the core mechanic?

Call the village telephone between 10:00 and 20:00. If a resident answers, you talk. If the call goes unanswered, you win prizes.

Why is the live feed important?

It proves the fairness of the promise. People can see that nobody is waiting next to the phone, and they can see who they are speaking with.

Who is behind the campaign?

Graubünden Tourism (Graubünden Ferien) with Jung von Matt/Limmat.

When does it run?

June 6 to June 11, 2016.

What is the transferable pattern?

If your promise is experiential (quiet, fast, safe, simple), build a public test that lets people attempt to disprove it. Then make the proof visible while they try.

Coca-Cola Second Screen Reinvented

You are watching a Coca-Cola TV spot in Israel. Your phone lights up. A “Gett Coca-Cola” prompt appears. You tap once. Five minutes later, a special Coca-Cola package shows up at your door: a branded cooler, two Coke bottles, and a bottle opener.

The idea in one line

Turn a TV ad into a one-tap order, and make “second screen” mean immediate delivery, not just engagement.

What is actually happening on the second screen

The TV spot carries an audio trigger that a smartphone can recognize. The moment the ad plays, phones with the Gett app installed receive a push notification. The viewer swipes or taps, and the order is placed in one click.

In practice, this behaves like Shazam for commerce. Except the payoff is not identification. It is fulfillment.

Why the Gett partnership is the real unlock

The ad is only half the experience. The other half is logistics.

To make the “five minutes later” promise credible, Coca-Cola partners with Gett, a local taxi app, and during the promotion Gett dispatches thousands of vehicles packed with branded coolers across Israel, ready to deliver on demand.

Why this feels like a reinvention of TV, not a gimmick

It collapses the funnel

There is no gap between awareness and action. The moment of attention is the moment of purchase.

It turns “sampling” into a media format

The campaign is a TV impression plus product trial, delivered instantly.

It makes the second screen earn its place

Second screen ideas often stop at polls and hashtags. Here, the phone is not a companion. It is the checkout button.

The deeper point

This is what “buyable advertising” looks like when it is engineered end to end. Media triggers action. Action triggers logistics. Logistics completes the brand promise while attention is still warm.


A few fast answers before you act

What does the TV ad do that is different?

It uses an audio trigger so phones can recognize the ad and prompt a “Gett Coca-Cola” order on the second screen.

Do viewers need anything installed for this to work?

Yes. The flow depends on the Gett app, since the notification and one-tap order happens inside Gett.

How does it deliver so fast?

Gett uses its taxi network as a delivery fleet, with cars preloaded with the cooler kits during the promotion.

Why is this more powerful than a “second screen” hashtag?

Because the second screen is not commentary. It is conversion plus fulfillment.

What is the main risk brands must manage?

User trust. Any experience that “listens” for triggers must be transparent and permissioned, or it will feel creepy, even if the mechanics work.