Title	MIELE, THE SCIENCE OF PERFECTION
Brand	MIELE
Product/Service	W1 AND T1
Category	A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING
Entrant Company	INVNT New York, USA
Advertising Agency	INVNT Washington, DC, USA

Name	Company	Position
Dina Green	Invnt	Executive Producer
Faye Davies Fuller	Invnt	Producer

The Brief

The goal of the event was to transform audience perceptions of Miele via an immersive launch event designed to increase engagement, build desire and heighten awareness and excitement surrounding Miele’s new products—the W1 and T1. Miele tasked us with creating an event intended to capture the imagination of VIP’s, press and media, consumers, influencers, employees and dealers. Miele’s Marketing and Retail Sales Director, Dominic Worlsey, describes the company’s intended outcome of the launch: “There were a number of objectives, but primarily it was to turn a product launch into something exciting using both digital and traditional media.”

Describe how the promotion developed from concept to implementation

We developed a strategy based on the idea of the “Artistry of Innovation” and designed a brand experience that would imbue Miele’s new washer and dryer with drama, warmth and a sense of limitless possibilities. The idea was to transport the audience from the mundane into an unexpected and engaging multi-sensory experience. The strategy infused the T1 and W1 with a level of invention, creativity and humanity not typically associated with washers and dryers. The resulting event captured the imagination of press, dealers and influencers by inviting them into a unique world that unforgettably transformed perceptions and engaged senses.

Describe the success of the promotion with both client and consumer including some quantifiable results

The response to the launch was overwhelming, with dealers repeatedly claiming it was the best launch event they’d ever attended. The Miele laundry collection has seen a €100 million investment in the past few years. Additionally, 600 display units were ordered by the close of the two-day launch, exceeding the targeted sales for the year and more than paying for the event itself. Miele received unprecedented press attention and celebrity endorsement, and a breathtaking social media response. Press extended well beyond the expected industry trades, with sources including Event Magazine, C&IT Magazine, The Telegraph, The Sunday Times, and The Guardian.

Explain why the method of promotion was most relevant to the product or service

The launch’s unconventional space was inspired by the design of a washing machine drum. Enhanced by lighting, lasers, theatrical scenic elements, 360-degree projections and a poetic narrative, the experience was entertaining, informative and emotionally engaging. The audience’s Miele journey featured aerial artists, tap dancers, acrobats, and a finish with a W1 Washer and T1 dryer flying through the air, connecting innovation, creativity and durability directly to the products. The audience proceeded through a series of experiential science labs and interactive exhibits, accompanied by product specialists, that corroborated the superiority of the W1 and T1 and emphasized Miele’s advanced technological capabilities.