Miele Laundry – W1 Launch
Miele launched the W1 washing machine in February 2014 – this is not just any old machine it washes silk/cashmere and has various programmes including a denim wash. So how do you make a washing machine sexy – not possible right? Wrong – to launch this to the trade and the consumer media they employed Kim Gavin The creative director and choreographer of the London Olympics closing ceremony and the creator of the Take That’s ‘Circus’ tour.
The launch was amazing and to get as much out of the video as possible TMS12 challenged JC Decaux to produce ways to promote the video. This resulted in merging part of the launch video with a 20sec video sent over by Miele Head Office in Germany. TMS12 planned and bought moving digital only sites at major rail stations and shopping Malls where they had distribution within John Lewis.
Within this we used Waterloo Motion (see video) the largest indoor site in the UK – the result was spectacular.
With a mix of transvisions/6 sheets & M Visions in the Malls, we are now into our third burst of outdoor.
We used glossy monthly magazines with advertorials to explain the W1 in more detail focusing on the fashion connection and clothes care.
The results of the launch have exceeded all expectations. High quality innovative products produced by Miele attract a higher price tag and therefore the media has to work very hard. The other challenge is that all of Miele’s appliances are tested to last 20 years so repeat purchase is low.
Miele are 146% above target for the W1 sales.
The overall washing machines market is up 3% Jan-June 2013 vs Jan-June 2014 whilst Miele are up 38%.