Brand activation case study - Miller genuine draft

Brand activation case study - Miller genuine draft

Name or Proposer: Richard Dutton

Advertiser: SAB Miller

Media Buying Agency:

Creative Agency: Arc London

Sector: Experiential Event/Brand Awareness

Format:

Miller Genuine Draft was not viewed as the popular choice for new 18-24 drinkers - who struggled to see an occasion to choose Miller over rival brands.

Stand Out:

This age group love the change to be creative and free-spirited, and fancy dress events are often what they love best, often leaving the best memories.

And so we created the Halloween Street Festival – Miller’s ‘Creatures of the Night’ event.

Commentary:

We didn’t just take over a bar, we took over an entire street, in Dublin and in Glasgow. We created a unique theme for each bar and club in the area. In the Lab, for example, we had crazy scientists and mutants carrying out wild experiments and setting the mood with live music and DJs Killa Kela and Pendulum.

The events were a sell out 4,500 people dressed up in Halloween outfits and all sampling Miller. £450,000 of free media was generated and Facebook ‘likes’ increased 150%.