Company: inVNT, New York, New York
Company Description: inVNT is a global brand communications agency that collaborates with brands and organizations to create remarkable moments that stir emotions, challenge convention, mindsets, competitors and the market. With a global reach, inVNT works to launch products, build brand allegiance and relations, create demand and align organizations with target audiences.
Nomination Category: Live Event Categories
Nomination Sub Category: Best New Product Introduction Event

Nomination Title: Miele's Science of Perfection

The date on which this nominated entry was first presented: February 11th, 2014

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

inVNT was tasked with creating a launch event for the new range of Miele W1 washing machines and T1 tumble dryers in a new and innovative way to 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 prior to its official UK launch, establishing themselves as the most desirable household product in the market whilst increasing their share of voice and changing perceptions of the Miele brand.This involved a dual strategy focused on more B2B drive, as this is was the first time Miele was launching all products to consumers versus dealers. inVNT’s 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, and build desire.

Inspired by the drum of a washing machine, guests entered the event space to experience a spectacular live performance including aerial artists, dancers, contortionists, and fragrance machines, all while wearing noise-cancelling headphones that enabled each guest to experience the performance in their own world.

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 such words. The performance subtly alluded to the attributes of the washer and dryer—Tough, Fragrance, Perfect Dry, Cap Dos, Power Wash, and Twin Dos—building to a spectacular flying reveal of the products.

Guests then viewed 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.


Dina Green, managing director of inVNT, told Event: "It was important to Miele to make a lasting impact and to do something that hadn't been done before. This is a crucial launch for the business and Miele wanted to engage their customers in an innovative, memorable and engaging way, as well as demonstrating the products' key features."

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 way never done before, and created a successful business launch for these new products.

The Miele laundry collection has seen a €100 million investment in the past few years that includes a new production plant and equipment and the redesign of all 1,600 components in the appliance. 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.

“A truly extraordinary night! I certainly won’t forget it in a hurry. Great product too,” raved an event attendee.
"Tonight Miele showcased that your next washing machine will be more innovative than your next phone,” exclaimed another.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Managing Director: Dina Green, inVNT UK Ltd.
Director/Choreographer: Kim Gavin, Kim Gavin
Technical Director: Harry Guthrie, HG Event Production
Video & Sound Director: Henri Latham Koenig, Blue-i Event Technology
Lighting Director: Jamie Corbidge, Corb Lighting LTD
Laser Lighting Technician: Lawrence Harvey, ER Productions
Staging: Chris French, Steel Monkey Engineering LTD
Production Rigging: Nick Brown, Blackout
3D Performance Flying: Gavin Weatherall, Flywire
Special Effects: Jen Townsend, LiveFX