Campaign for Miele Active Care

Here's some planning at work for Miele:

Background

Miele is a brand that makes household machines like vacuum cleaners, washing machines, fridges, etc. The machines cost twice as much as the nearest competitor, but the brand image is kind of shoddy, so people don't really have a reason for getting a Miele when they can get an Electrolux or Siemens. Yet, the machines are really state-of-the-art made in Germany stuff.

Challenge

Be relevant: sell a new type of washing machine that has special washing program features called Active Care. Also, make a brand shift that will attract premium customers. 

Be credible: Miele is a German hardware brand, nothing else. 

Be different: don't be a clone of other lifestyle advertising.

Insight

People in the target group spend a lot of money on expensive clothes, but still wash them in cheap machines. 

Solution

Make Miele an accessory for expensive clothes. Instead of using lifestyle imagery, cut a hole through the pages of a lifestyle magazine and let the fashion speak for itself.