Miele calls the doctors with new campaign

The German appliance brand is launching its biggest Canadian media campaign in two decades, offering consumers the chance to hear from brand big-wigs via QR code activation.

It arrived in Canada as shoulder pads and frosted bangs were reaching their greatest heights, and now over two decades later, German appliance brand Miele is embarking on its biggest media campaign since 1988.

To promote a limited-time offer of a 10-year warranty on all of its products, Miele is mixing old and new media in a campaign that will span coast to coast and include print, online, radio and mobile. Media was handled on contract by Ron Christie of RCCI Media and creative was handled by Miele AOR Lowe Roche.

‘The target group is not a typical demographic, but rather those consumers that value product quality,’ explains Kelly Lam, director, marketing, Miele Canada of the media strategy. ‘Miele chose a national media mix approach to communicate the promotional aspects of the 10-year warranty campaign to ensure the message reached a variety of Canadian consumers.’

One of the interesting media strategies incorporated into the ‘Peace of Mind. Free this September’ campaign is a QR code-activated testimonial from Miele execs Dr. Markus Miele and Dr. Reinhard Zinkann. When a consumer scans the QR code on the Miele September flyer – distributed through local and national print media – they will hear the good doctors deliver a ‘personal message’ to consumers. It is the first time the brand has used QR codes in its advertising.

Other elements of the media plan include ads in the Globe and Mail, Toronto Star, Vancouver Sun, Calgary Herald, Edmonton Journal, Montreal Gazette and La Presse, as well as in Canadian magazines such as House and Home, Style at Home and Chez Soi.

‘Miele chose key design magazines which support the messaging surrounding Miele the brand, German-made appliances, and outstanding quality,’ Lam says of the print strategy.

The media buy extends to radio through a national buy and online as well, with display advertising on Canwest’s HGTV and Food Network websites, as well as the lifestyle channels on Thestar.com and Globeandmail.com.