It's Time to Freshen Up: in AEG's 360° Campaign for "ProSteam"

Background and Challenge

AEG tasked DAVIES MEYER with developing and executing a high-impact 360° campaign to spotlight its innovative steam program, ProSteam. The goal was to communicate the gentle fabric-refreshing and care benefits of ProSteam in a modern and emotionally engaging way. At the heart of the extensive campaign were a TV commercial, oversized out-of-home (OOH) billboards, eye-catching point-of-sale (POS) materials, and a dazzling brand presence at Berlin Fashion Week.

Approach and Realization

The centerpiece of the campaign was a striking TV commercial that showcased ProSteam’s convenient fabric-refresh feature—produced in collaboration with the Hamburg-based studio Infected. The spot was then creatively adapted for social media and distributed across all relevant platforms. In parallel, a nationwide POS campaign and oversized OOH billboards in key locations like Hamburg, Cologne, Munich, and Nuremberg ensured strong visibility. At Berlin Fashion Week, we highlighted the brand’s fashion relevance with a massive banner, a striking mural, and an interactive booth where designers and exhibitors could experience ProSteam firsthand. Additionally, targeted banners on Elle drove traffic to an advertorial feature on Focus.

Results

With a cross-media approach that seamlessly blended traditional and digital elements, the campaign successfully anchored ProSteam in the minds of consumers. It not only sparked a desire for fresh laundry but also positioned AEG as a style-savvy, everyday problem solver—innovative, modern, and in tune with the times.