My Miele Experience

Once a year, the company Miele presents its new products – up until now always at IFA and the Küchenmeile kitchen exhibition. However, due to the coronavirus, this tradition had to be approached differently in the year 2020. An alternative solution was required that was capable of presenting products needing technical explanation to the relevant target group in an entertaining, personal and interactive manner. Within the briefest time schedule, Uniplan and Miele developed the “MyMiele Experience”, a digital live concept that created a space for exchanges, information and direct interaction with the trade and specialist press.

Various Miele product novelties were illuminated in eight half-hour livestream events on two days. As part of a live cooking show, retailers and representatives of the specialist press were able to gain an impression of the Miele innovations. Preproduced augmented reality content and Q&A slots supported the format and allowed direct communication with the target group. The augmented reality content is
subsequently still being used. Integrated into the Miele mediatheque, it is now available as a supporting sales tool.