Miele is a brand that makes high-end domestic appliances like vacuum cleaners, washing machines and fridges. Our task was to raise awareness of a new type of washing machine that has special washing program features called Active Care, while at the same time confirming Miele’s position as a premium brand for washing and drying machines.
Be credible: Miele is a German hardware brand, nothing else.
Be different: don't be a clone of other lifestyle advertising.
Miele is known for being surprisingly expensive since the machines cost twice as much as the nearest competitor. The brand image is kind of shoddy, so people don't really have a reason for getting a Miele when they can get an Electrolux or Siemens to a much lower price. Yet, the machines are really state-of-the-art made in Germany stuff.
People in the target audience spend a lot of money on expensive clothes, but they still wash them in cheap machines.
Make Miele an accessory for expensive clothes. Today, all washing machines make your laundry clean, but not all make it look good and last longer. Miele treats every kind of textile according to its unique properties – which results in clothing care instead of a simple wash.
We created ads that interact with the editorial material in fashion magazines – thereby taking ownership of “caring” for the latest fashion. Our ads were placed in the middle of fashion reports. Thanks to a hole in the ads, you could see parts of the clothes in surrounding fashion pictures, looking like they were placed in one of Miele’s washing machines.
The awareness of Miele advertising was an average 15 percent before Jung von Matt. This campaign scored 85 percent and was considered very successful. No other results have been measured by the client.