Miele kicks off a ‘Cool index contest’ to redefine cool

SCMP has already developed an iPhone app 'Freezamatic', which will 'freeze up'  objects in photos that iPhone users take.

The public can upload the coolest image to Facebook to enter the 'Cool index contest' with a photo caption, and vote for the 'coolest' images.

A judging panel from Miele and SCMP will pick the 'coolest' image from the 10 images that receive the highest votes as 'the coolest winner', and win a trip for two to Germany and visit Miele’s headquarters.

“The campaign idea is very simple and focused – it is about the 'cooling' attribute of the Miele Master Cool series, yet we gave it an attitude in line with the brand personality by redefining what’s cool,” explained Sylvia Lee, assistant director, advertising and marketing Services, South China Morning Post.

To demonstrate the power of true integration, the team is also launching a series of communication activities from advertising, consumer activation, creative use of print and online media, and event, all evolving around the idea.

A teaser ad is currently running across SCMP properties and Facebook.