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Poulters crafts Miele campaign

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By The Drum Team, Editorial

June 2, 2008 | 2 min read

Leeds agency Poulters is behind the latest campaign for domestic appliance firm Miele.

It is said that the aim of the campaign is to create a ‘deeper understanding’ of the brand, and create ‘greater empathy with the brand’.

Poulters planning director, Darren Hawkins, said: “It is a testament to Miele that those who own its products are its greatest advocates, but in the UK at least, most consumers know the brand as premium and nothing more.

“Our aim was to build value into a premium brand – to convince consumers that premium is worth paying for. The creative challenge was to generate interest and engagement in a category where everyone else does the same old things.

The first of three executions, ‘Shirt Mountain’, was shot in Italy and promotes Miele washing machines. It shows sweeping slopes covered in what looks like pristine white snow that is actually a quarter of a million pristinely laundered white shirts. The following two executions have similar landscape themes, but support Miele dishwashers and vacuum cleaners.

Miele brand communications manager, Chris Wright, said: “We want to reach a wider audience and ensure that, as we attract more customers, we build an emotional as well as a rational motivation towards owning Miele appliances.”

‘Shirt Mountain’ will initially hit the weekend supplements of the national dailies before running in consumer and women’s interest titles throughout the rest of 2008.

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