Miele Triflex HX1: campaign with Aude Lemordant


In launching its Triflex HX1, Miele is partnering with Aude Lemordant, the triple aerobatics world champion. The focus of the campaign is the flexibility, powerful suction and faster cleaning of the rechargeable handstick. The creative idea is the work of DDB Düsseldorf. 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 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. “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”, commented Dominic Worsley, Director Global Marketing with the Miele Group. The omni-channel campaign has been launched throughout Germany as well as simultaneously in four further European countries. The global rollout will be staged.