Miele presents its first offer in the booming market for rechargeable handsticks, with Triflex HX1 for which the company has programming a global campaign in partnership with Aude Lemordant, the triple aerobatics world champion. The focus of the campaign is the flexibility, powerful suction and faster cleaning of the rechargeable handstick. The creative idea is the work of DDB Düsseldorf.
With the new Triflex HX1 campaign, Miele is building on the storytelling platform #LifeBeyondOrdinary, first initiated in 2018 – once again adopting a novel approach in this segment. In this context, the brand is advertising its first rechargeable handstick in collaboration with the aerobatics pilot Aude Lemordant. The French sportswoman, 37, won her first title at the FAI World Championship in 2013 in the individual, freestyle and team disciplines. Since then, she has been chasing ever new records, last year winning her third world singles championship.
«With her ambition to constantly rise above herself and achieve the seemingly impossible – says Dominic Worsley, Director Global Marketing with the Miele Group – Aude is the perfect ambassador for our brand and, more specifically, for our innovative rechargeable handstick.»
A central element of the campaign is a 30-second spot. Alongside unbounded freedom, this also expresses the flexibility, power and speed which so characterises the Miele Triflex HX1. Its unique design combines three vacuum cleaners in one – along with powerful suction and faster cleaning. Thanks to Miele Vortex Technology and an extra wide electrobrush, suction on the Triflex is as powerful as on the company’s most powerful corded vacuum series. For good and fast deep cleaning on all surfaces, the electrobrush’s suction power adjusts automatically to floor coverings. The replaceable rechargeable battery allows up to 60 minutes of work. The Triflex HX1 Pro flagship model comes standard with a spare rechargeable battery which increases uptime to as much as 120 minutes.