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.
