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Miele – Vacuum cleaners

Miele launched a campaign promoting their new line of vacuum cleaners. But this wasn’t just a simple campaign, they wanted to really show the difference in quality. Thus they came up with a new and innovative way to do this.

As you can see in the picture, it’s a freeway sign, located next to a major freeway these signs make sure the advertiser gets a lot of attention and impressions. This serves for increasing brand recognition and for promoting products. In this case, not just a single product, but the entire product group containing vacuum cleaners produced by Miele.

Because the current electronics market is flooded with new technology and a lot of different brands, it’s becoming harder and harder to differentiate yourself as a brand. With the constant renewal of products, it might even be better to promote the brand, not necessarily a single product.

Miele came up with the idea of using a simple freeway sign and with some additional attributes, transform it into a piece of marketing art. The message they’re trying to convey is simple, and in this case easily understandable. ‘The quality of Miele vacuum cleaners is so high, it can suck up an air balloon!’. The simpleness of the message, and the clean presentation of the sign makes it funny to see and easy to understand.

It’s a good way of strengthening your brand and grabbing attention.

Written on 01-16-2011.
Published on 01-21-2011.


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