Client

— Miele Wunderbar

Sector

Business to Business

Services

Brand Strategy, Brand Identity, Brand Campaign, Brand Guidelines, Digital Strategy

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- Background

Miele, the global leader in premium domestic appliances, sought to introduce a special offer for its highly regarded washing machine range. Known for their longevity and efficiency, Miele’s products embody reliability and innovation. The task? Launching a campaign to promote a game-changing offer—customers would receive a complimentary 10-year warranty on selected washing machines, covering both parts and call-outs. Miele turned to Jazzbones Creative to craft a compelling campaign that would not only resonate with its discerning customers but also elevate its premium brand identity.

- The Challenge

Miele needed a creative concept that would reflect the superior quality of its appliances while highlighting the substantial value of a 10-year warranty. The messaging had to appeal to a broad consumer base, including families and professionals, and stand out in a crowded market. The campaign also needed to be integrated across multiple platforms—from print and digital to in-store POS—while retaining a cohesive and impactful message.

- The Strategy

Jazzbones Creative developed the ‘Wunderbar!’ campaign—a playful nod to Miele’s German heritage and its extraordinary offer. We used bold typography paired with striking product photography to bring the premium nature of Miele’s appliances to the forefront. The quirky twist on the brand was further enhanced by clever wordplay, with ‘Wunderbar!’ reflecting both the German word for wonderful and the exceptional nature of the deal.

The integrated campaign spanned various touchpoints. Full-page ads appeared in prestigious publications like The Daily Telegraph and The Sunday Times, targeting Miele’s high-end demographic. These were complemented by trade advertising, in-store POS materials, and online campaigns, creating a unified brand experience across all customer interactions.

- The Result

The results were truly ‘Wunderbar!’—the campaign delivered an immediate impact, with a 20% increase in washing machine sales in just the first week. Vehicle wraps on London taxis added to the buzz, turning heads and generating even more exposure. Miele’s 10-year warranty offer has successfully reinforced the brand’s position as a leader in premium appliances, while the ‘Wunderbar!’ campaign became a benchmark for successful, integrated marketing.

— Miele Wunderbar

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