Focused on delivering a promise.
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.