OBVIOUSLY
BETTER.
Client: Miele | Category: Print
Miele is well known for high-end domestic appliances – but also for high-end prices. Miele’s products often cost twice as much as their nearest competitors in the premium category, like Siemens, Bosch and Electrolux. How could we justify their price point?
KEY EMOTIONAL DRIVER
No one wants to be fooled. We all want to feel that we’ve made a wise purchase. The problem is that all domestic appliance brands more or less promise the same things: high quality, long durability, environmental friendliness. But very few dare to promise something concrete, instead they just rely on their well-known brand names.
By bringing up and dramatising every tiny detail of the Miele quality and how it differs from the general standard, we proved that Miele is for real. And, thus, well worth paying for.
IMPACT
Our vast number of long-copy ads (full page spreads) ran for several years in major Swedish newspapers and magazines – scoring record levels of readers, according to systematic surveys.
