Miele Redefines Cool with a Fresh New Approach to Refrigeration Marketing

Hong Kong, November 10, 2010 – German state-of-the-art premium appliance manufacturer Miele, well known for its high-performing and ground-breaking technology, has now taken fresh steps to break through with its marketing.

The launch of its MasterCool range of refrigeration and wine storage appliances, managed by SCMP Marketing Services, takes cool to new levels as it targets a new generation of affluent young contemporary cool professionals.

The campaign, entitled "Redefining Cool", comprises multiple facets, including the "Cool Index Contest", delivered as an iPhone "Freezamatic" App* that enables users to capture an image of a valued object that they want to preserve. The captured image is then morphed into the centre of an ice cube, giving the impression that it’s been frozen. The contest encourages entrants to take photos and upload them onto a Facebook fansite with a caption. The 10 finalists with the most votes for the "coolest image" will be judged and the winner will receive a trip for two to Germany.

The comprehensive "Redefining Cool" campaign, which launched on 27th October, also includes print advertising, online marketing, eDM, a Facebook fansite, and a MasterCool minisite. To celebrate the launch of the campaign, Miele and SCMP Marketing Services hosted a private ‘VIP invitation only’ "Redefining Cool" event at Exclusives Private Lounge on 5th November, featuring guest speaker Joel Chu, who shared his thoughts about what’s cool. Guests were also treated to a first look at the "Cool Index Contest", including the "Freezamatic" iPhone App, and a private viewing of the ceramic works of artist Lucie Rie.

Ms Carmen Ho, Head of Marketing and Brand at Miele, commented: "This is the first time we have partnered with SCMP Marketing Services, and we are very excited to launch this innovative campaign. The campaign idea is very simple and focused – it is about the "cooling" attribute of the Miele MasterCool series, yet we have given it an attitude in line with the brand personality by redefining what’s cool. The definition of "cool" is different to everyone so we believe there is a room to be creative. Our customers and South China Morning Post readers will have a very cool experience via a series of communication activities from advertising, consumer activation, creative use of print and online media, and event, and, of course, via our flagship product MasterCool and the Cooling range appliances."

*The App will be available on iTunes in mid November

Introducing MasterCool

Miele MasterCool refrigeration and wine storage appliances offer unique state-of-the-art cooling solutions for your home. The highest quality materials and cutting-edge technology have been seamlessly integrated with proprietary Miele electronics, to preserve optimal food quality and wine complexities.

Amongst the revolutionary aspects of the range of appliances is the Intuitive Touch Control food placement menu system, ergonomically located for easy viewing. This function creates optimal conditions for the specific food categories. Miele’s MasterFresh drawers have been designed to provide ideal temperature and humidity control by enabling users to select the drawer location and type of food content on the MasterCool Menu. The temperature will then be automatically electronically adjusted to ensure longer lasting food freshness. Additionally, Miele’s unique halogen BrilliantLight Illumination system ensures no blind spots even with a fully stocked refrigerator.

With wine storage, changes in storage temperature can dramatically affect the quality of wine. MasterCool’s electronic controls ensure precise and constant temperature management in three independently controlled cooling zones. Miele’s Dynamic Cooling System evenly circulates air and humidity, alleviating the problem of dried corks.


About SCMP Marketing Services

A division of South China Morning Post Publishers Ltd, SCMP Marketing services was established to support the needs of advertisers seeking a more grounded and results driven approach to marketing. Leveraging the connections and experience of the media group, SCMP Marketing Services provides a fully integrated marketing solution, from creative and concept development, to digital and traditional media placement, promotions and events management, custom publishing and more.

For further information please contact:

Pauline Wan
Manager, Marketing Services
Tel: (852) 2565 2350
Fax: (852) 2565 5380
Email: pauline.wan@scmp.com