“Siemens IFA Loft”, 2020


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IFA is the world’s most important trade fair for consumer electronics and home appliances and thus the most important industry meeting of the year for Siemens Home Appliances. Due to the worldwide COVID 19 pandemic, the trade show could not take place in the usual setting in Berlin in 2020 with around 245,000 international visitors.

Siemens Home Appliances, whose central sales channel for the 2021 fiscal year was thus lost, was now faced with a major challenge: how to close the massive communications gap with retailers and B2B customers? How can the live experience of brand and products be replaced? And how can Siemens present and communicate its central messages about the brand, innovation topics and new products to retailers?

Experience Siemens everywhere

As a long-standing partner, we were asked for advice in this challenging situation. We were suddenly faced with new requirements and a completely new project structure. In just under three months, we had to develop a platform that allowed all current topics from brand to product innovations to be digitally experienced and form the basis for sales talks. Our central idea was to equip the European Siemens sales team with a digital tool, a “digital suitcase fair” so to speak, and thus enable decentralized, time-flexible sales talks with the specialist trade. To this end, we are providing the sales staff with a completely new type of digital experience: the “Siemens IFA Loft 2020” – a digital platform in which all product innovations are staged in an exciting, new way and which also makes it possible to experience the Siemens Home Appliances brand.

Intuitive to use, convincing in design

With the help of intuitive operation, users in the Siemens IFA Loft can experience spectacular innovations in four virtual rooms and find out about customer benefits and current offers. This year’s product highlights are presented in an inspiring and informative way in the new kitchen innovations, while the Managing Director reports on the most important topics and trends on the Marken Terrasse. In the Home Connect Lounge, users can obtain clear and up-to-date information about the new smart solutions from Siemens Home Appliances. The Dealer Area, in turn, summarizes the most important information for retailers in a compact form at a glance and thus offers everything for a successful customer approach. For the production of the brand and product films for the platform, we decided to use a hybrid of live action in the studio and a CGI production of the virtual world. This enabled us to combine spectacular visual worlds around the Siemens IFA Loft with benefit-based demonstrations of the latest product innovations.