Home appliance brand Miele is launching a new campaign in celebration of its 125th Anniversary. ‘Long Story Short: 125 Years of Quality’ offers consumers the chance to win £125,000 and more.
John Pickering, managing director for Miele GB, emphasises the 125-year campaign’s benefits to Miele’s trade customers, “This incredible competition is a celebration of Miele’s journey from humble beginnings to technological leadership. It’s about forging a connection with the future, encouraging customers to experience the lasting innovation that Miele embodies. The campaign is designed to drive customer engagement and incentivise sales, providing significant benefits to our kitchen and independent electrical retail partners.”
Since its inception in 1899, Miele has been synonymous with enduring quality, performance, and innovation. Miele’s first product was a simple butter churn, designed to make life easier. Now Miele creates state-of-the-art home appliances that can be controlled from anywhere via the Miele app. This evolution reflects Miele’s unwavering commitment to innovation and excellence, qualities that have remained constant throughout its history. This competition is a tribute to the brand’s legacy, connecting its historical ethos with the cutting-edge features of its contemporary products.
Miele has launched special edition appliances for its 125 anniversary including new cooling models and oven with AirFry function (below)
From 1 May 2024 until 30 April 2025, consumers purchasing their Miele appliance will be offered the opportunity to enter into a draw with a chance to win a grand prize of £125,000. The grand prize draw will take place in July 2025. In addition to the grand prize, Miele is offering monthly prizes where participants stand a chance to win one £150 voucher or one £250 Miele voucher which can be redeemed against Miele products or events. The promotion is open to customers in the United Kingdom and Republic of Ireland.
The key objective of this campaign is to drive conversions and help Miele stand out in a saturated market dominated by price promotions. The promotion aims to look back at Miele’s past and where it has come from, whilst encouraging a new generation of customers who may be unfamiliar with the brand’s heritage.
To promote the ‘Long Story Short: 125 Years of Quality’ campaign, Miele will be running national conversion-driving paid social campaigns throughout the year. Complementing this digital approach, customers will find engaging in-store and online Point of Sale (POS) materials, all designed to enhance their experience and participation in this historic event. Miele has also curated a selection of 125 Anniversary Edition models across all categories 125 Anniversary Edition Models (miele.co.uk)
For more information and full terms and conditions visit:
https://www.miele.co.uk/125 (GB) or https://www.miele.ie/125 (ROI & NI)
