Miele Canada conducts bedbug campaign
Appliance company Miele Canada broke a new advertising campaign yesterday to coincide with the Toronto Bedbug Summit. The campaign promotes the company's line of vacuum cleaners as a way of removing the insects. The creative, developed by Lowe Roche of Toronto, depicts Miele as "the unofficial vacuum of the 2010 Toronto Bedbug Summit." The initiative includes approximately 1,200 street posters placed in downtown Toronto. The imagery incorporates an optical illusion that makes a pattern of bedbugs appear to be moving. Promotional workers at Queen's Park distributed magnifying glasses bearing the copy, "Every see a bedbug cry?" Print advertising is running today in The Globe and Mail and Toronto Star. This creative depicts a bedbug waving a white flag. "At Miele, we know the bedbug infestation is a serious public health concern and this campaign is designed to educate consumers that the best way of removing these pesky critters is by thorough vacuuming, sealing the bugs in a high-quality vacuum bag for complete disposal," said Kelly Lam, marketing director at Miele. "This campaign is a creative way to remind Canadians that there are solutions out there."