• Worldwide market launch of the Triflex HX1 – Miele's first rechargeable handstick

• Storytelling platform #LifeBeyondOrdinary continues with Aude Lemordant

Miele, the premium domestic appliance manufacturer, is setting new standards in the booming market for rechargeable handsticks with its first offering in this sector. The global product campaign is now under starter's orders with an attention-grabbing testimonial: In launching its Triflex HX1, the company is partnering with Aude Lemordant, the triple aerobatics world champion. The focus of the campaign is the exceptional 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 premium 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, Aude is the perfect ambassador for our brand and, more specifically, for our innovative rechargeable handstick”, says Dominic Worsley, Director Global Marketing with the Miele Group.

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.

The omni-channel campaign has been launched throughout Germany as well as simultaneously in four further European countries. The global rollout will be staged. Responsibility for all things digital lies with AKQA, with pilot in charge of media planning.

More information: https://www.miele.co.uk/triflex

Company profile: Miele is the world's leading manufacturer of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floor care products. This line-up is augmented by dishwashers, washing machines and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Miele Professional). The Miele company, founded in 1899, has eight production plants in Germany as well as one plant each in Austria, the Czech Republic, China, Romania and Poland. These are joined by the two plants belonging to Miele's Italian medical technology subsidiary Steelco. Turnover in the 2018/19 business year was
around € 4.16 bn, with a share of business outside Germany of approx. 71%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. Throughout the world, the family-run enterprise, now in its fourth generation, employs a workforce of around 20,500, whereof 11,050 are employed in Germany.
The company has its headquarters in Gütersloh in Westphalia.