Three bursts for Miele!

A Miele convoy on its way to the Pub in the Park event in Chiswick.

It’s easy to say that you want to create organic, shareable social media moments that create an exciting buzz.

However, it’s even easier to book taxis. Miele understood this when they used 150 electric superside taxis over three separate PR bursts to leverage a store opening in Mayfair and their participation in the much-loved Pub in the Park event in Chiswick.

Besides hosting a cooking event showcasing the benefits of Miele appliances, Miele were able to bolster their brand awareness activities with a friendly convoy of branded taxis to and from the Pub in the Park event. Taxis excel in brand awareness and brand building exercises because of the inherent trust in a format that has been servicing London for over 70 years.

Why did taxis work?

45 Electric Supersides (plus 5 additional) from the 7th July to the 22nd September were able to deliver 9,580,268 impacts and reached 3,990,822 individuals. The campaign with the 5x long-term Electric Supersides delivered 21,241,000 impacts and reached 5,663,000 individuals. Proof that taxis are great not only for long-term impact (brand awareness and exposure) but for PR and publicity stunts, too (time-specific).