Exclusive Miele Connoisseur 1899 branding targets premium customers

Over the last few years Jazzbones have created a diverse range of supremely effective online campaigns, national press ads and printed materials for Miele, so when the manufacturer of high-end domestic appliances asked us to launch their new premium customer club, Connoisseur 1899, we were delighted to create some truly special pieces for them.

Connoisseur 1899 refers to the year that Miele was founded in the heart of Germany’s Rhineland. Targeting discerning UK customers who have invested in Miele appliances for their kitchen, Connoisseur 1899 offers registered members a bespoke service consisting of luxurious rewards, discounts and invitations to VIP events. Each member of the exclusive club is assigned their own Miele Concierge who organises complimentary tailor-made benefits such as the Miele Home Experience and exquisite fine-dining events at the Chef’s Table.

Working closely with Miele, our designers and copywriters helped define and elaborate the sophisticated tone of Connoisseur 1899 before expertly crafting a 20-page brochure about the club. As well as commissioning the finest materials, artwork and photography, we produced the brochure using subtly weighted silk stocks and luxury printing techniques. Foils and special silvers, combined with gloss UV layers, highlight Miele’s famous ‘Immer Besser – Forever Better’ logo and other key typographic elements.

To complement the elegant feel of the brochure and as part of Miele’s CRM, we have also developed a Welcome Pack for new Connoisseur 1899 members. This handsome gift box contains a letter, membership card and 2-sided inserts detailing the rewards and how to redeem them. As delivered to high-end Miele customers, it provides the perfect finishing touch to this highly prestigious launch.

www.miele.co.uk

Results

Membership of Connoisseur 1899 is open to Miele customers who have purchased eight or more built-in appliances or have spent more than £15,000. Customer service is often the key factor when it comes to retaining high-end clients. Jazzbones’ luxury items are designed to reward and engage Miele’s most valuable customers with a firm eye on the longer term Customer Journey.

 

Testimonial

"It was a pleasure to work with the team at Jazzbones Creative to bring the Connoisseur 1899 programme to life. Connoisseur 1899 is a multifaceted scheme that had to appeal to our most discerning customers. Jazzbones Creative were able to capture the tone and visual elements perfectly and through the development of a premium brochure and members pack we now have a fantastic tool to promote membership to the scheme."

Category Manager – Miele UK

Key Services

Brand Strategy  /  Project Management  /  Graphic Design  /  Brochure Printing  /  Members Pack Production  /  Print Management