Whirlpool Cleans up with Customized B-to-B Content
A 360-degree rotating auditorium designed to replicate a washing machine drum was the centerpiece of Whirlpool’s event on the French Riviera, aimed at impressing dealers, trade partners and the media.
The brand hoped to build some excitement around its 15th year in Europe, setting the 10-day event against the backdrop of the Cannes Film Festival. The Experience Immersion Zone’s rotating auditorium hosted animation displays, films and educational presentations. Performances by underwater ballet dancers and dazzling lighting effects added to the experience.
A Time Tunnel showed off black-and-white photos of Whirlpool appliances and customer testimonials. A large, piazza-like square with paths to different “product worlds” was revealed when two curtains opened in the auditorium. Showcases in the middle of the piazza featured futuristic kitchens and new appliances.
Whirlpool customized content for its various targets, holding separate workshops for dealers, media and trade partners, packing three events into one for the 2,000-plus guests. Whirlpool reported better-than-expected sales in the market as a result.