Miele - advertising campaign

ChallengeMiele is a brand name many people have heard of, but do not know much about. The task was to create a relevant, motivating and ownable perception of Miele in the minds of consumers, which would translate into a stronger desire to purchase. This was done by creating a brand personality and distinctive tone of voice that is identifiably Miele.ResultsFollowing a consumer research, Miele was found to be one of the few home electrical brands delivering real stand-out in the UK market. Despite a resistance to purely product-centric advertising in this category, this national press campaign was found to have created a positive emotional connection between consumers and the brand. In the words of consumers, Miele is now recognised as “a brand of stature”, “confident”, “trusted”, “long lasting” and “expensive, but worth it”.