Mr. President was challenged to help Miele significantly increase brand awareness – specifically with high-end kitchen appliances which exist in a premium market dominated by the fancy, but not particularly functional, Gaggenau.
The kitchen buying journey is a long and complex one, so we needed to develop a single-minded idea that would tell a consistent story across all customer touchpoints and set Miele apart from their more showy competitors.
On discovering that the top chefs in the world chose Miele for their own personal kitchens, we realised that they were the ideal advocates for the brand. So we made them the inspiration for people who want to create their own perfect kitchen.
And so the “Chef Inspired Kitchens” series was born.
The first iteration featured Monica Galetti, Sven-Hanson Britt and Anna Hansen of The Modern Pantry. A series of films and articles charted a customer’s journey with their architect through the design process.
Taking them on an inspirational tour through the homes of these top chefs, to share in the form and functionality of their kitchen designs.
It was broadcast across independent cinemas within the M25, tightly targeting our wealthy audience across London. The content series also continues to live across many digital touch points.
Not only did the films generate an incredible 2 million completed views online but traffic to the hub increased by 150% over benchmark.
For the second series of Chef Inspired Kitchens we turned the camera on our own creative partner, Laura Jordan Bambach. She and her husband, Dan, meet chefs Douglas McMaster and Anna Hansen to share recipe inspiration and discuss using Miele appliances to cook with precision.
Since we first began our relationship with Miele, unprompted brand awareness has almost doubled from 13% to 24%.