«Miele Vacuums»
In 2010, bedbugs become a growing concern in Canada – and a growing focus of the media. So when MPP Mike Colle organized a bedbug summit at Queen's Park to tackle the problem, we capitalized on the opportunity and crashed his party. We had street teams hand out Miele magnifying glasses outside of the summit, to help people find bedbugs. We ran print ads that showed a bedbug surrendering with a white flag and declared Miele the "Unofficial vacuum of the 2010 bedbug summit". Most of all, we showed how Miele's powerful vacuums, unlike popular bagless vacuums, can be formidable weapons in the war against bedbugs.
