Spreading plan for Miele: Integrated campaign for the Uefa Women's Euro

With the Uefa Women's Euro 2025, Switzerland is set to host a major sporting event in a class of its own - and Miele Switzerland is right in the middle of it as the "Official National Partner". The long-established company is using the home European Championships to position the brand in a targeted manner and effectively present its new 'Nova Edition' washing machine and dryer range. The national campaign was designed and implemented by the Zurich agency Streuplan.

The central element is the guiding principle "Always better. On and off the court." - a brand-appropriate further development of the Miele promise of quality, perfection and top performance. Values that also play an important role in women's football.

The centerpiece of the campaign is a TV and online commercial featuring brand ambassadors Naomi Luyet and Johan Djourou. The commercial combines sporty imagery with high-quality product staging and builds a bridge between everyday life and top performance.

At the POS, the campaign idea can be experienced in a multi-sensory way: lawns, footballs, branded displays and eye-catching stickers bring a stadium feeling to points of sale throughout Switzerland. The POS concept is accompanied by a large-scale competition - over 250,000 scratch cards are in circulation and customers can win prizes with a total value of CHF 20,000.

The Miele Experience Centers in Crissier and Spreitenbach are also an integral part of the campaign. Visitors can expect a temporarily redesigned experience area with artificial turf, the Weuro mascot Maddli and large-scale branding foiling. On two days, table football world champion Cindy Kubiatowicz also invited visitors to a duel at the exclusive "Miele Töggeli box" - a unique opportunity to play against the professional player.

Other touchpoints include both generic and moment-based social media ads, branded streetcars in Zurich and Geneva - realized in collaboration with the agency Saatchi & Saatchi - and package inserts at Galaxus. A central campaign landing page on immerbesser.ch rounds off the customer journey and brings all measures together across all media.

"This partnership is a matter close to our hearts. We don't just want to be present, we want to play an active role in shaping it. The Uefa Women's Eeuro 2025 offers the ideal platform to combine technology, brand values and sport in an inspiring way," says Cristian Vaccariello, Head of Brand Communication at Miele Switzerland.

And this is just the beginning: Miele is planning further experience-oriented measures during the tournament - including an appearance with a large-format XXL installation in the two largest official fan zones in Switzerland.

Responsible at Miele Switzerland Andy Oehrli (Director Marketing), Cristian Vaccariello (Head of Brand Communication), Roman Berther (PR & Events Manager), Lea Fallegger (Brand & Digital Activation Manager), Noemi Uehlinger (CRM & Consumer Insights Manager); Overall responsibility for conception, creation and realization Spreading plan Zurich; Production Films Mcqueen Films; Direction Dominik Bauer; Photography Dominik Baur; Concept, creation Tram Saatchi & Saatchi Zurich; Media Publicis Media.