The new businesss brief focuses on building up Miele’s market exposure and brand awareness and performing general PR support in Hong Kong. The client previously used SPRG as its PR partner.
This is CatchOn’s first appliance client, as the agency’s current clients are mostly in the hospitality, F&B and luxury industries. A Miele Hong Kong spokesperson told Campaign Asia-Pacific that the brand’s positioning in Hong Kong is a luxury brand rather than a white-goods brand.
CatchOn is based in Hong Kong and has offices in Beijing, Shanghai and Singapore.
This German appliance brand was established in 1899 and entered the Hong Kong market more than 15 years ago. It has a Miele boutique in the city, as well as sales channels through department stores including SOGO, Wing On and Sincere. The brand competes with designer brands such as Siemens and Dyson.
To reach its target customers—affluent households in Hong Kong—the brand's marketing efforts focus mainly on print and OOH, cooking class demonstrations, and using celebrities. For example, singer/actress Kelly Chan was recently invited to launch a new washing machine product after she gave birth to her second child.
Last year, celebrity model Cara Grogan fronted the brand's ‘Love Affairs’ brand campaign for its cooling products.
Miele also supports local NGOs like 'Redress' which is staging an environmentally friendly fashion show later this year.
“We’re very excited to have CatchOn working on our PR strategy and feel that their background and experience in this market will work well for our brand and product activities,” said Richard Green, marketing director of Miele (Hong Kong) Ltd.