Our campaign is based upon the big idea that promoting the experience centres as a place to familiarize themselves with the products and the brand, in a loving and compassionate way. We believe we have achieved our objectives of increasing awareness of the MECs, and increasing foot traffic by creating a campaign with the potential to go viral.
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Our target audience is men and woman 35+. We focused on couples as our campaign centres around a love for cooking and a love for people. Our target audience profile was a business man with a pregnant stay at home wife whom is thinking about writing a book. They are also currently building their first home. A classic lifestyle which demonstrates the need for a company that respects and caters to their ideals. The Miele experience centres are a place to go in order to receive the best service, and a homely feeling. We wanted to create this aesthetic in our campaign.
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Our two IMCs both encourage viewers to visit the Miele Experience Centres, and we believe once people visit the centres and realise the benefits of them, will return back. Our first IMC shows what the MEC offers in a creative way, and if participants enjoy their time they can come back again for a normal cooking class! Our second IMC demonstrates the benefits Miele and their team can offer.
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By using digital advertising in the form of Facebook posts and gifs, we are able to reach a large audience at small costs. There will be sponsored posts, but also posts on the Miele pages which create reach by viewers liking, commenting and sharing the posts.
Our Radio advert and Billboard are both traditional forms of advertising which reach our target audiences due to their commute to work/school drop off/etc.
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Our aim was to promote MEC’s to current owners and prospects without disenfranchising the retail outlets that currently sell Miele appliances. We believe we have done this effectively as we have focused on the non-retail aspects of the Miele experience centres. We bring attention to the opportunities the MEC’s offer for their patrons. 14
RADIO COMMERCIAL
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(SFX: Annoucement music)(Female voice)
DEAR EVERYONE, THIS IS AN ANNOUNCEMENT FROM MIELE WITH LOVE
What is a dream home without a great kitchen? And what would a great kitchen be without the best appliances?
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Bring the finest to your home with Miele. Miele carries a full line of the absolute best home appliances. And for an UNLIMITED TIME you can stop by your nearest Miele experience centre and enter our DESSERT COOKING COMPETITION for a chance to win 5 cooking lessons with Maggie Beer or Shannon Bennett.
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Yes Maggie Beer OR Shannon Bennett (happy voice)
IT ALL HAPPENS AT Miele Experience Centre this March. FOR A PREVIEW, GO TO www.mieleexperience.com.au/ (SFX)