Miele
125 years of quality
Grand Central delivered a category leading promotional campaign, worthy of this impressive milestone.
£125,000 top prize
& monthly Miele vouchers
Active in the UK, Ireland & South Africa
through 1,000+ participating retailers
The Brief
Miele wanted to bring to market a rate of sale driving promotional campaign like no other in their category's history, rewarding customer loyalty and increasing brand visibility. Reinforcing the brand's heritage and quality as well as its innovation was critical.
They needed a partner able to support them from the very first step to the very last, including co-ordinating the many internal and external stakeholders involved in the process.
Grand Central's expertise in delivering best in class promotional solutions evidently made us the ideal partner!
A promotion to influence behaviour and drive purchase
Understanding Miele's consumers
We crafted a plan completely tailored to the Miele target consumer, crafting a promotional experience that perfectly aligned with their status as a premium brand—offering rewards as impressive as Miele itself.
The plan
Consumers across the UK and ROI who purchased a participating Miele product across the span of 13 months, were invited to upload their personal details and proof of purchase for two chances to win - firstly in a monthly draw for £/€1,250 Miele vouchers, and secondly in the grand prize draw for an astonishing £/€125,000!
Delivering such an extended, category leading campaign, across multiple markets involved planning for many considerations.
From consultancy to digital delivery, reporting to customer service, Grand Central worked hand in hand with Miele to plan a category leading and impactful campaign created entirely in the brand’s style of quiet luxury.
We crafted the optimal promotional structure and prize pools, consulted on ways for Miele to fix their marketing budget enabling cost certainty, and produced a single set of terms and conditions to govern the promotion through various compliance concerns across multiple markets including the United Kingdom (inc Northern Ireland), Republic of Ireland and the South African market.
Digital delivery & consumer experience
Digital delivery
Grand Central's experienced in house digital team worked closely with Miele to plan, wireframe, design and develop a bespoke streamlined promotional site with a simple user journey allowing anyone from the supported markets to easily take part.
The promotional system itself was configured to pick the winners from its pre validated pool of valid entries, allowing for complete independence and authenticity of the prize draws.
Consumer support
As customer experience is at the heart of everything Miele does, Grand Central supported the promotional campaign for it's entire period of more than a year, allowing the Miele team to rest easy knowing that their consumers are being fully supported in whatever way they need.
The Results
Grand Central's approach encompassed everything from developing the initial strategy and crafting a compelling, simple user journey through to legal & compliance advice and customer support. We are proud to have been able to work with such a historic brand and help craft a promotion that demonstrated Miele’s long standing position in the market.
The focus on quality and relevancy, combined with supporting over 1,000 retailers, across 4 markets and 30 eligible product categories, means that with millions of individual draw entries logged, it's certainly connected with consumers, both existing and new.
To see how Grand Central can help deliver your perfect rate of sale driving promotional solution get in touch now!