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Published on September 27th, 2021 | by The GC Team

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Miele launches tried & tested autumn TV campaign

German appliance manufacturer Miele is to launch a brand-building TV campaign following the debut of the promotional creative earlier this year on digital platforms.  

Quality Ahead of its Time’ is designed to drive awareness and desire for the premium brand while addressing the question “Why Miele?”.  It focuses on the German brand’s core values of craftmanship, performance and sustainability, centring around Miele’s 120-year heritage in building “state-of-the-art” appliances.

Miele said the content was thoroughly tested in the UK and found to be highly persuasive in brand building and sales driving. The first phase of the digital campaign achieved over 71 million impressions online. 

The campaign will air between 8 October and 26 November 2021 and will adopt a holistic screen strategy to maximise reach. “Driving national scale, fame and trust will be achieved on TV channels such as Channel 4, SKY and ITV.”  

This will be supported by Broadcaster Video-on-Demand platforms such as ITV Hub, SKY and Channel 4 On Demand. Short-Form Video-on-Demand will be used to extend reach while positioning Miele in relevant contextual environments such as content on Hearst Magazines – owner of consumer titles such as Good Housekeeping, Country Living and House Beautiful – YouTube and Facebook.

Helen Pyman, Marketing Director for Miele GB, said: “Our modelling and research shows that TV is still the most effective medium to drive brand awareness for Miele in the UK.

“This fourth-quarter campaign more than doubles our media investment for 2021, which is quadruple the spend in previous years.  The new ‘Quality Ahead of its Time’ TV ad, supported by instore point-of-sale, will allow for effective reach and frequency to provide the foundations to deliver measurable market share growth, benefitting our retail partners.”

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