• Uniplan focuses on innovation push for hybrid and digital brand experience
• Dexper uses Uniplan expertise for new development projects

Uniplan GmbH & Co. KG from Cologne and Amsterdam-based Dexper B.V. have expanded their existing cooperation into a technology partnership. In the future, both companies want to contribute their respective expertise to jointly bring new and innovative products and platforms for hybrid and digital brand experience projects to the market.

Against the backdrop of a surge in the use of streaming services and video-based communication, Uniplan and Dexper have shifted to the idea of better and more strongly integrating the various elements of these technologies into the brand experience business. Rüdiger Maeßen, Europe CEO Uniplan: "Today, visitors to events, trade fairs or showrooms quite naturally expect content and offers that they are also familiar with from the internet. That applies not only to content consumption but also to the activation in advance and the use of digital offers during and after an event or trade fair. With our friends at Dexper, we don’t want to run after this development but set the pace ourselves with new developments."

Christiaan van Duren, CEO Dexper, adds: "We want to become the Netflix of corporate communication. We believe there is huge potential for internal and external on-demand corporate offerings alongside streaming content and immediate, video-based communications. Product training is one example, onboarding processes are another, and we’re just starting to think about this more deeply."

Brand experience, Maeßen explains, has long since morphed into a discipline that deals with all so-called "touchpoints" between customers and brands. "Brand staging today is more than the "Ah and Oh" of a single moment. Rather, we understand brand experience as a process that spans all occasions that are suitable for establishing a relationship between brand and customer before, during and after a project." The translation of viewing and usage habits and the associated expectations into new brand experience mechanics and tools is then no more than a logical consequence.

That the choice of technology partner fell on Dexper, of all companies, came as no surprise. "We already had good experiences with the joint Vodafone project in April 2020," explains Maeßen. The performance and flexibility of the platform convinced him. The fact that Dexper is deeply rooted in broadcasting and contributes to this competence completed his positive impression. Maeßen again: "We have probably all sat in online events where not much worked. With the Dexper platform, that is nearly impossible. And as a user, that’s the basic prerequisite for a positive experience, isn’t it?"