A Toast to 125 Years of Excellence Marketing Campaign
Introducing the innovative marketing campaign design we worked on for Miele’s 125th anniversary. This campaign, titled “A Toast to 125 Years of Excellence,” effectively leverages Miele’s rich heritage and celebrates with exclusive limited-time 125Y promotional offers across various O2O (offline-to-online) channels. The campaign highlights Miele’s limited-edition kombucha, inviting customers to celebrate this milestone with a personalized and engaging experience.
sector
home appliance
work
art direction / campaign ideation / key visual / headline creative / wireframe creation / copywriting / packaging design / event decoration
A Toast to 125 Years of Excellence Marketing Campaign
Introducing the innovative marketing campaign design we worked on for Miele’s 125th anniversary. This campaign, titled “A Toast to 125 Years of Excellence,” effectively leverages Miele’s rich heritage and celebrates with exclusive limited-time 125Y promotional offers across various O2O (offline-to-online) channels. The campaign highlights Miele’s limited-edition kombucha, inviting customers to celebrate this milestone with a personalized and engaging experience.
sector
home appliance
work
art direction / campaign ideation / key visual / headline creative / wireframe creation / copywriting / packaging design / event decoration
Challenge.
The main challenge was crafting a marketing campaign for Miele‘s diverse and discerning customers, emphasizing the brand’s commitment to excellence. The campaign had to seamlessly integrate offline and online elements for a cohesive, immersive experience. Additionally, the limited availability of exclusive kombucha and the need for personalized customer experiences posed significant hurdles, which the DASH team addressed creatively and efficiently.
To overcome these challenges, the DASH team developed a comprehensive campaign strategy that included an online portal, to link with the scheduled in-store events. The campaign’s centerpiece was the exclusive limited-edition kombucha, which was available in three unique flavors: Heritage Garden, German Fiesta, and Imaginative Brew. Customers were encouraged to explore their best match kombucha through an online quiz, selecting three elements that resonated with them the most, leading to a personalized kombucha recommendation.
The online portal facilitated the O2O purpose by allowing customers to register and receive a complimentary kombucha and shopping voucher at the Miele Experience Centre in Kai Tak. The in-store events featured beautifully designed shop decorations and a VIP gift set, enhancing the celebratory atmosphere and engaging customers in a memorable way.
Key Visual
The key visual design for the campaign features a sophisticated blend of elegance and festivity, highlighting the theme “A Toast to 125 Years of Excellence.” The visual showcases the three kombucha flavors against a backdrop of celebratory elements, including glasses filled with vibrant kombucha and natural ingredients such as fruits and herbs. The use of gold accents and the bold “125 Years” typography underscores the significance of the anniversary, creating a sense of grandeur and celebration.
Kombucha Packaging
The kombucha packaging design reflects Miele’s commitment to quality and craftsmanship. Each bottle features a distinct label that corresponds to its unique flavor: Heritage Garden, German Fiesta, and Imaginative Brew. The labels incorporate elegant illustrations of the key ingredients, such as roses, apples, and beets, paired with gold foil accents to enhance the luxurious feel. The packaging is designed to be both visually appealing and informative, providing customers with a clear sense of the flavor profile and the premium nature of the product.
VIP Gift Set
The VIP gift set design extends the luxurious and celebratory theme of the campaign. The set includes the three kombucha bottles beautifully arranged in a wooden box adorned with natural elements such as moss and flowers. The design emphasizes the artisanal quality of the kombucha, making it an exquisite gift that embodies Miele’s heritage and dedication to excellence. The inclusion of premium bar tools further elevates the gift set, offering recipients a complete and sophisticated experience.
Shop Decoration
The shop decoration for the campaign event was meticulously crafted to create an inviting and festive atmosphere. The decorations included lush greenery, elegant displays of the kombucha bottles, and themed signage celebrating Miele’s 125th anniversary. The use of natural elements and sophisticated design touches aimed to immerse customers in the celebratory experience, enhancing their connection to the brand and encouraging engagement with the campaign.
DASH successfully executed a cohesive and impactful marketing campaign for Miele’s 125th anniversary. Through a combination of innovative online and offline strategies, personalized customer experiences, and sophisticated design elements, the campaign effectively celebrated Miele’s legacy of excellence and engaged customers in a memorable and meaningful way.
Execution.
To overcome these challenges, the DASH team developed a comprehensive campaign strategy that included an online portal, to link with the scheduled in-store events. The campaign’s centerpiece was the exclusive limited-edition kombucha, which was available in three unique flavors: Heritage Garden, German Fiesta, and Imaginative Brew. Customers were encouraged to explore their best match kombucha through an online quiz, selecting three elements that resonated with them the most, leading to a personalized kombucha recommendation.
The online portal facilitated the O2O purpose by allowing customers to register and receive a complimentary kombucha and shopping voucher at the Miele Experience Centre in Kai Tak. The in-store events featured beautifully designed shop decorations and a VIP gift set, enhancing the celebratory atmosphere and engaging customers in a memorable way.
Design Concept &Development.
Key Visual
The key visual design for the campaign features a sophisticated blend of elegance and festivity, highlighting the theme “A Toast to 125 Years of Excellence.” The visual showcases the three kombucha flavors against a backdrop of celebratory elements, including glasses filled with vibrant kombucha and natural ingredients such as fruits and herbs. The use of gold accents and the bold “125 Years” typography underscores the significance of the anniversary, creating a sense of grandeur and celebration.
Kombucha Packaging
The kombucha packaging design reflects Miele’s commitment to quality and craftsmanship. Each bottle features a distinct label that corresponds to its unique flavor: Heritage Garden, German Fiesta, and Imaginative Brew. The labels incorporate elegant illustrations of the key ingredients, such as roses, apples, and beets, paired with gold foil accents to enhance the luxurious feel. The packaging is designed to be both visually appealing and informative, providing customers with a clear sense of the flavor profile and the premium nature of the product.
VIP Gift Set
The VIP gift set design extends the luxurious and celebratory theme of the campaign. The set includes the three kombucha bottles beautifully arranged in a wooden box adorned with natural elements such as moss and flowers. The design emphasizes the artisanal quality of the kombucha, making it an exquisite gift that embodies Miele’s heritage and dedication to excellence. The inclusion of premium bar tools further elevates the gift set, offering recipients a complete and sophisticated experience.
Shop Decoration
The shop decoration for the campaign event was meticulously crafted to create an inviting and festive atmosphere. The decorations included lush greenery, elegant displays of the kombucha bottles, and themed signage celebrating Miele’s 125th anniversary. The use of natural elements and sophisticated design touches aimed to immerse customers in the celebratory experience, enhancing their connection to the brand and encouraging engagement with the campaign.
Summary.
DASH successfully executed a cohesive and impactful marketing campaign for Miele’s 125th anniversary. Through a combination of innovative online and offline strategies, personalized customer experiences, and sophisticated design elements, the campaign effectively celebrated Miele’s legacy of excellence and engaged customers in a memorable and meaningful way.
