Miele's Brand Amplificatoin. Miele's community isn’t just loyal—they’re passionate. Our task was to create a social idea that amplified the brand by tapping into this authentic enthusiasm.

Insight
Miele receives countless heartfelt comments celebrating the brand’s quality and longevity—some owning their machines for decades.

Idea
We turned these real consumer comments into the stars of the campaign, bringing them to life through playful, visual social content that celebrates the love behind the brand.

Idea 01 – The Miele Storyline

We honor the most heartfelt Miele stories by turning them into audio messages on our customer service line. Instead of standard hold music, callers hear real voices and real experiences—authentic reviews that celebrate the love and longevity of Miele products.

"Thank you for calling Miele. While we connect you to our team, enjoy these wonderful stories from our customers, celebrating their favorite Miele moments. Once a Miele, always a Miele."

Ideaa 02 - Miele Packaging

We print our top user comments on our product packaging, turning every purchase into a heartwarming, shared experience. Each package tells a story, conveying the satisfaction of our current customers to new ones.