New work: Miele regional push sets new tone

Luxury appliance brand Miele has released a regional campaign to launch its new ‘W1’ washing machine and ‘T1’ tumble dryer.

Created by independent agency fluid, the campaign seeks to build up the company’s home laundry category, traditionally Miele’s strongest category worldwide but one that has only recently gained traction in Asia.

Miele Hong Kong marketing director Richard Green said ‘The Fashion That Never Fades’ campaign aims to raise awareness of Miele’s luxury laundry products and its developments in innovation and technology.

Fluid Brand Director Sarah Farnham added that the key challenge was how best to justify the brand investment, to an audience with low awareness and low interest.

“We needed to connect with audiences on an individual and emotional level, putting the care back into the laundry care industry.”

Looking into the lives of real people that use Miele products, the team collaborated with people of substance and style from around Asia, including Hong Kong artist and designer Alan Chan, Founder of fashion NGO Redress Christina Dean, Shanghai fashion designer Susan Tang, and well-known Singaporean physician and philanthropist, Dr. Caroline Low.

Each was styled using existing items from his or her own wardrobe.

In addition to developing the core campaign concept and key visuals, fluid designed and developed a campaign microsite containing dedicated content such as short video clips covering topics on fabric care, fashion and sustainability. The content was written by a panel of Miele’s “care experts” selected from Hong Kong, such as fashion stylist Denise Ho and Artisanal Clothiers the Armoury.

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