Miele Climbs Mountains for New Ad Campaign

This weekend sees the launch of the latest press ad campaign by premium German domestic appliance giant, Miele. Created by Leeds agency, Poulters, the campaign aims to create a deeper understanding of and a greater empathy with the brand.

‘We want to reach a wider audience and ensure that, as we attract more customers, we build an emotional as well as a rational motivation towards owning Miele appliances. With this in mind, we have completely reconsidered our entire approach to brand advertising. We have created concepts that reflect both our premium position in the market as well as the fact that our products offer genuine value for money,’ stated Miele brand communications manager, Chris Wright.

Shot on location in Passa Giau, a which is near the ski resort of Cortina in the Dolomites, Italy, the first advert features a breathtaking mountain scene. At first glance, the mountain appears to be covered in snow but on closer inspection, the snow is actually freshly laundered white shirts.

Known as 'shirt mountain' this striking laundry advert will be published as both double page and single page formats, inside the pages of weekend supplements in the national newspapers. The ad will also continue to run throughout the year in a variety of consumer and women's interest publications.

In order to recreate the 'snow', 40 white shirts were used during the three days of filming. The shirts were placed on pallets, moved up and down the mountain and photographed from various angles. Approximately 250,000 shirts appear as snow in the final advert.

‘We've worked very closely with Miele throughout the creative process and this collaboration has resulted in a really powerful and ambitious advertising campaign. It is a reflection of the confidence that Miele has in the quality of its products and confirms Miele's position as a highly desirable brand,’ said Nick Goring, director at Poulters.

Miele has also changed its strapline. ‘Without doubt, anything else is still a compromise, but we felt that the spirit of Immer Besser (Forever Better), our company motto, captures the ethos of the brand in a deeper way, better suiting the evocative and emotional style of our new ads,’ said Mr Wright.

Over the next few weeks, two additional and equally eyecatching, advertisements will be ready for the press. These will support Miele dishwashing and vacuum cleaners with the key messages being longevity and durability.

Web: http://www.miele.co.uk