Miele Professional approached Torpedo to design and launch its first National Accounts programme in the UK. The aim of the campaign was to promote the Miele Professional brand values of quality and reliability to a broad range of industries including care homes, hotels and holiday parks and introduce the decision-maker to its National Accounts programme.
Our concept focused on delivering the genuine promise that “We build the Miele Professional Standard into everything we do”. The idea concentrated heavily on the rigorous testing of all Miele parts and appliances to deliver quality to its customers. We created a bespoke premium direct mail piece which featured a real Miele race ball bearing that is used in its washing machine appliances to grab attention and create intrigue.
Integrated with the mailer design, the microsite featured a 3D animation of the race ball bearing moving into a Miele washing machine, all of which was designed and created in-house by Torpedo. We created new content to support the campaign including a case study video of an existing business customer. All mailers were followed up using telemarketing to open up the conversation and arrange an in-person meeting with a Miele Professional National Account Manager.
"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. We’re looking forward to seeing how the campaign has benefitted our business."