Page 31 - Miele D The Magazine 2018

THE NETHERLANDS
At music festivals hygiene is an issue: campsite, dust, sweat, sometimes rain and then it gets muddy. There are rarely suf cient showers. Visitors to the popular Lowlands festival in the Nether- lands in the summers of 2017 and 2018 didn't have that problem. On the contrary: here the party just carried right on inside a gigantic Miele washing machine. Heated by DJs such as Geiza & Manuel Broekman or MC Bignate, who supplied suitable music for the event, about 80 excited partygoers
Washing cycle with up to 80 festival goers. The Miele event at the Lowlands Festival was a complete success.
danced for 20 minutes inside the oversized PowerWash machine, and got sociably clean in the process. Large hoses provided the wetting function from above and the fresh- ly-laundered were dried by fans at the end.
Before the start of each festival over 2,000 mainly young festival goers regis- tered their interest via Facebook. On site it was considerably more. The interest of the music fans did not wane during the event; there was a constant stream of new visi- tors in swimwear waiting for the next foam party. Merchandise items such as bathing caps, waterproof mobile phone cases, ip- ops and hand towels were also given away.
Of course the visitors' clothes were also cleaned. Miele offered a laundry service for dirty clothing. Anyone giving their laundry to the professionals got it back washed, dried and ironed in no time at all.
Conclusion: with the PowerWash event Miele presented itself to the mainly young Lowlands audience as a modern, creative brand, which was also reported in the local media. Last but not least, the PowerWash Parties were voted the best brand activity at the Lowlands Festival 2017.
Large queues built up in front of the PowerWash machine.
Miele The Magazine // 31
IN THE FESTIVAL WASHING MACHINE