We were tasked with creating a launch event that would seize the attention of audience segments including VIP’s, Press and Media, Consumers, employees and dealers. Miele wanted to increase engagement and drive awareness and excitement around these new products, establishing themselves as the most desirable household product in the market whilst increasing their share of voice and changing perceptions of the Miele brand. Our strategy was to create a brand halo around the new products, adding drama, performance, warmth, humanity and a sense of limitless possibilities to transform the way the audience thought and felt about Miele, while building desire.

The desired outcome was to increase awareness and engagement, change perceptions and increase desire. The creative idea was to transport the audience from the mundane into a completely unexpected, eclectic and engaging multi-sensory experience designed to inspire the imagination.

The event space was inspired by the drum of a washing machine. Once inside, guests experienced a spectacular live performance including aerial artists, dancers and contortionists, as well as fragrance machines and noise-canceling headphones that enabled each guest to experience the performance in their own world. The performance was enhanced by a light, laser and 360-degree projection media experience.

This 600-guest event generated an unprecedented amount of press attention, and celebrity attendance endorsing the new products. Miele successfully engaged their customers in a fresh, innovative way that changed perceptions, drew wildly positive feedback, and exceeded all expectations.

The Miele laundry collection has seen a €100 million investment in the past few years. Unveiling these new models in such a triumphant, confident way led to multiple dealers naming the event as the best product launch they have ever attended, and to over 600 display units being ordered on the launch’s second evening – covering the cost of the event itself.

The performance and media experience were explicitly designed to play against expectations, adding a level of warmth, personality, imagination and inspiration to products that aren’t typically associated with words like these. The performance subtly alluded to the attributes of the washer and dryer, building to a spectacular flying reveal of the products.

Guests then entered experiential science labs and exhibits, hosted by product specialists and featuring displays that enabled the guests to fully comprehend the superiority of the W1 and T1.

This unique approach was in line with Miele’s pride in innovation and creativity, brought to life as never before.