31/10/08

Miele supports launch of S7 upright vacuum cleaner with integrated digital campaign

Fuse digital has developed an innovative online campaign to support the launch of premium German domestic appliance brand Miele's first ever range of upright vacuum cleaners.

The upright vacuum cleaner market accounts for 46% of the total UK vacuum cleaner market and as such represents a major growth opportunity for the brand.

To build awareness of the S7 prior to launch, Fuse produced a teaser microsite, competition activity and a full email marketing campaign.

For the launch Fuse designed and built a showcase microsite for the S7 range, created with cutting-edge 3D Flash animation showcasing the manoeuvrability of the vacuum cleaner and provides full product information as well as product demonstration videos. The site also makes full use of video material bringing the product to life and enhancing the user experience.

Chris Wright, brand communications manager said: "The Miele S7 vacuum cleaner is a breakthrough product in the market and we wanted to support it with a breakthrough online campaign. The resulting microsite reflects the premium nature of our brand and clearly communicates the product benefits in an engaging way. The online campaign will be supported by press & TV advertising. "

Fuse Creative Director Simon Davies said: "Reflecting the premium nature of the S7 range was a critical consideration for all elements of the campaign, whilst making sure that we aroused interest and helped drive sales. This campaign is great example of how digital marketing can be used to really make a difference to a new product launch - it's yet more work we're really proud of."

www.fusedigital.com

Posted by Fuse at 12:03 | Back to What's New