Category: Titanium and Integrated
Advertiser: MILLER BRANDS
Product/Service: MILLER GENUINE LAGER
Agency: ARC UK
Date of First Appearance: Mar 1 2010
Creative Director: Garry Munns (Arc UK)
Art Director: Lindi Radomsky (Arc UK)
Copywriter: Karen Reed (Arc UK)
Media placement: Integrated/Event - Scotland - 2010
Describe the campaign/entry
BRIEF:
Miller Genuine Draft was loosing relevance with - and needed to recruit - 18-24 year olds in its key market, Scotland. The brief was to re-connect Miller Genuine Draft with this audience and re-enforce its position as a genuinely different premium beer. In particular, to appeal to opinion leading young adults.
Describe how the campaign/entry was launched across each channel in the order of implementation
SOLUTION:
'The Mill' was conceived to appeal to these image-builders and it worked on two levels:
1: We created unique, weekly gigs in Edinburgh and Glasgow, showcasing emerging Scottish bands.
2. The Mill became the content for our communication.
The events and music were seeded via multiple touchpoints - online, via Bluetooth, through QR codes on posters, underground takeovers, cinema ads and other media only available to those in the know. The Mill also tapped into another core characteristic of the target – their pride in and fervour towards all things Scottish.
Give some idea of how successful this campaign/entry was with both client and consumer
SUCCESS:
121 new bands gigged every year, up to 450 mobile tickets distributed every week, 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.