The Drum's Profile Hub Round-up: Miele, Bang & Olufsen, Nescafe and Church End Brewery

Here is this week's round up of creativity from The Drum’s Profile Hub, where it’s seen one of the busiest week’s of activity since launching earlier this year.

This is a selection of a few campaigns and pieces of design work to feature over the last seven days.

Miele W1 and T1 Product Launch Event

First up is inVNT's launch event for Miele’s new products, the W1 and T1 designed to increase engagement and heighten awareness.

inVNT focused on the 'artistry of innovation' by designing a brand experience that would imbue Miele’s new washer and dryer with drama, warmth, humanity and a sense of limitless possibilities.

Guests at Canary Wharf’s Winter Garden encountered a unique theatrical experience within an unconventional space inspired by a washing-machine drum. The live performance, enhanced by light, laser and 360-degree projections, aerial artists, dancers and contortionists as well as fragrance machines, subtly alluded to the attributes of the washer and dryer.

The 600-guest event generated unprecedented attention from the press. By the second evening, over 600 display units were ordered - exceeding targeted sales for the entire year and more than paying for the event itself.

On and offline advertising campaign for Bang & Olufsen

Next is Kolab Digital's on and offline advertising campaigns to launch the new Bang & Olufsen Play brand.

The firm worked with Bang & Olufsen for a number of years on their on and offline creative with messaging specifically targeting the customer base in and around Dorset.

Kolab Digital designed and built a series of competition pages to encourage local customers to submit their details. Each new product launch resulted in a new competition where visitors had the opportunity to share the competition through their social networks.

These competitions were supported with offline advertising to encourage new customers to take part and the online forms resulted in over 2,000 new customer leads.

A Fallen Angel News Flash - Church End Brewery

Following this is RBH's creative 'Fallen Angel' for Church End Brewery, which was given a Best Ad badge accolade from Best Ads on TV and was also featured on Ads of the World.

The Christmas themed ad boasted both, the quality of Church End Brewery's special edition beers but also made a festive link in a creative way with the snow angel.

Azera breaking new ground in the coffee market

Last up is Coley Porter Bell's conception of Nescafe's ‘instant barista’ brand 'Azera'.

To combat Starbucks' ‘micro-ground’ coffee, the agency had six weeks to developed the positioning concept, the name, the visual identity, packaging and later the advertising for the new brand.

Despite being last to market, Azera went on to own 49 per cent of the microground coffee market in just two months.

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