Less Is More

Client: Miele

Miele sells premium appliances built to last — but in a category dominated by louder, bigger-spending brands, its awareness and consideration were flatlining, and price barriers made growth harder. The usual response is to go broader nationally, but for Miele that would have diluted limited budget and increased waste.

So we flipped the approach: instead of trying to reach everyone, we focused on the places most likely to convert. We created Location Intelligence, a geo-planning and activation tool that turns “who” into “where” by combining Publicis ID (40m real UK people), Miele’s first-party data, and market layers like retailer/showroom presence and drive-time. It pinpointed five high-value hotspots, then tailored messaging by local need (e.g., “upgrade” areas vs family-heavy neighbourhoods). The results proved the strategy: brand health rose +8ppts, some regions delivered +20ppt awareness gains, and Miele achieved its strongest ROI in years — creating a model now rolling out across other clients.