National Accounts ABM Programme – Presenting a compelling case to adopt Miele’s reliable appliances.
National Accounts ABM Programme – Presenting a compelling case to adopt Miele’s reliable appliances.
For its very first National Accounts programme in the UK, Miele Professional approached us for both the design and launch. The aim of the campaign was to promote the Miele Professional brand values of quality and reliability, while introducing key decision makers from a broad range of industries –including care homes, hotels and holiday parks – to the National Accounts programme.
All Miele parts and appliances go through a rigorous testing process and our idea revolved around this. Confident messaging, “We build the Miele Professional Standard into everything we do,” helped to establish Miele’s genuine quality promise to their customers.
To align with Miele’s brand values, we created a bespoke and premium piece of direct mail. We wanted to grab customers’ attention and build intrigue, so the concept featured a real Miele race ball bearing – the same one as fitted inside their washing machines.
We then built a microsite to support the mailer. This featured an engaging 3D animation of the race ball bearing moving inside a Miele washing machine to demonstrate its incredible durability. It also housed a compelling case study video of an existing business customer.
To complete the user journey, all mailers were followed up with telemarketing. This gave prospects an opportunity to arrange a meeting with a Miele Professional National Account Manager and find out more.
“ We were really impressed with both the account management and creative ideas provided by Torpedo from start to finish. The initial concept pitched to us definitely hit the nail on the head and all work after that was built to the standards required from the brief. The Account Managers were always on hand with updates on the project and put a lot of work into every single piece of creative. ”