Select World – Advertising · Branding · Digital · Content
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Miele

Launching the most individual kitchen experience.

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The challenge

With the launch GEN 7000 we had to overcome the low brand awareness Miele has in the US and in Canada. Choosing a Miele kitchen is more than a matter of design and technology but a way to express high creative standards to others. The goal was to find the balance between “Elevation & Identification”.

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Our story

Our target loves to stand out from the crowd and every Miele appliance is a statement. It says something about the discernment and eye for design and quality. But most importantly, these consumers can now turn every kitchen into a space for self- expression to bring out the creative best with Miele. When intuitive technology brings out your creative best, that’s quality ahead of its time.

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The results

Our campaign links the originality of our protagonists with their choice of food, appliances, and kitchen. Three aspirational kitchens, which cover the biggest kitchen trends to reflect broadest range of styles. Together it reveals their attitude to life. The creative covers emotional and image building communication to trigger desire and a vast range of product assets to demonstrate the functional superiority for each and every kitchen.

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