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work

My Miele Experience: an engaging showcase for business partners

client:
Miele
region:
EMEA
  • Concept Design65
  • Consumer27
  • Digital25
  • EMEA36
  • Events29
  • Streaming13
  • Concept Design65
  • Consumer27
  • Digital25
  • EMEA36
  • Events29
  • Streaming13

Introduction

An exclusive live streaming event

For the first time in Miele's history, an exclusive live streaming event - the 'My Miele Experience' - was developed. With this, the German manufacturer of household and commercial appliances reacted quickly, impressively and sustainably to cancelled trade fairs.

The Challenge

Digital. Interactive. Entertaining.

On different occasions like IFA electronics show and kitchen trade fair 'Küchenmeile' Miele presents new products to its dealers and the media. Due to the pandemic everything was different.

An alternative had to be found - a solution that was capable of presenting products and gadgets requiring technical explanation to the relevant target group in an entertaining, personal and interactive way. Within a very short time span, Uniplan and Miele together developed the 'My Miele Experience', a digital live concept creating space for entertainment, information and direct interaction with retailers and the trade press.

What We Did

Storytelling is key

The focus of the new concept was an intensive and comprehensive experience for the invited partners and the media, all with the aim of creating an emotionally impressive experience.

When creating the concept for a hybrid or digital event, storytelling is a core element. The opportunity of establishing a personal conversation at an onsite event needs to be translated into visual, immersive and interactive features in the storyboard. In the next step, the elements of the storyline are connected to the presenters and stage.

How We Delivered

Augmented reality content and further more

Over the course of two days, eight half-hour live stream events illuminated various Miele product innovations. Presented as part of a live cooking show, dealers and representatives of the trade press were able to gather an impression of Miele innovations.

The format was supported by individually produced augmented reality content and Q&A slots ensuring the opportunity for a direct exchange with the target group. The produced AR content will further be cross-used in the post-production phase: Integrated into Miele's media library, it is now available as a supporting sales tool. The first 'My Miele Experience' met with a huge response in trade press and earned very positive feedback from dealers and the media.

The Key Facts

Project: My Miele Experience

Mission: translate the face-to-face product presentation for business partners into an engaging, memorable, and lasting digital brand experience.

Solution: embedding product and technology presentations into a storytelling concept that offered inspiring, immersive, entertaining, and useful consumer-focused information.

Result: My Miele Experience captured the attention and imagination of up to several hundred business partners and press with a high rate of continuous online presence.

The Numbers

2 days

4 stages

6 product segments

8 x 30-minute programs

This was the first digital novelty presentation for our retail business partners. The response was overwhelmingly positive.
— Stefanie Brune, Manager Marketing Events and Projects, Miele Germany
It was fun to work in a joint team with Miele focusing on the best possible outcome and always open to new ideas and a good laugh.
— Stefan Schreiber, Project Manager, Uniplan

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