Miele launches new global brand campaign
With «Quality Ahead of Its Time,» Miele is launching a new global brand campaign. The campaign focuses on craftsmanship, performance, and sustainability. Through this campaign, Miele aims to take a stand against the throwaway culture.
"Miele stands for trust - the current campaign shows consumers that with us they have a strong, reliable partner at their side," explains Axel Kniehl, Managing Director of Marketing and Sales at the Miele Group. "During the pandemic, many people have rediscovered the importance of their own home. That's why they're making more conscious purchasing decisions and focusing on values for which Miele is known - and, above all, they want quality that's truly ahead of its time."
In the commercial, examples are used to show that quality at Miele is not a simple advertising promise, but a lived reality. While some car engines are tested for 3,000 hours, Miele tests its products for up to 10,000 hours. Another example is that every washing drum is checked by hand before it leaves the factory, or that Miele keeps spare parts for every product in stock even 15 years after a series has expired.
Miele's commitment to quality is also reflected in the topic of sustainability, which is the focus of the new brand campaign. For example, the company only recently announced its intention to be CO2-neutral across all its sites from 2021.
The campaign was developed by the Hamburg agency Select World. Within the coming year, new themes will gradually be taken up that combine Miele's values and the needs of its customers. The campaign images are by British photographer Dan Tobin Smith - who has already worked with clients including Adidas, Apple and Louis Vuitton. The campaign will be launched in 49 countries. In Switzerland, the campaign will play 360 degrees. The spots can be seen on TV, DOOH and online, among others. In addition to classic OOH formats and ads, Miele Switzerland is using a mega poster on Uraniastrasse in Zurich.
