THE MILL by Arc London for Miller

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THE MILL

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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency Arc London
Creative Director Garry Munns
Art Director Lindi Radomsky
Copywriter Karen Reed
Released February 2010

Credits & Description

Category: Posters
Advertiser: MILLER BRANDS
Product/Service: BEER
Agency: ARC UK
Date of First Appearance: Mar 1 2010
Entrant Company: ARC UK, London, UNITED KINGDOM
Creative Director: Garry Munns (Arc)
Art Director: Lindi Radomsky (Arc)
Copywriter: Karen Reed (Arc)
Media placement: Integrated/Event - Scotland - 2010

Describe the brief from the client
Miller Genuine Draft was losing its way in Scotland. It had been a popular brand for a number of years, but younger drinkers were drifting away, attracted by new launches and more exotic lagers. We were losing our premium edge and our connection to Scotland, and increasingly having to resort to price promotions to generate sales.

We needed to re-engage with 18-24 year olds, re-establishing the premium and Scottish credentials of the brand. Relevance was crucial as this target group is particularly marketing-cynical.

Describe the challenges and key objectives
We focused on reaching opinion leaders in the target audience and created ‘The Mill’. ‘The Mill’ was a series of unique, free music gigs, take-overs of venues in Edinburgh and Glasgow, showcasing emerging Scottish bands.

We used posters in key locations to promote the bands, the events and the music. Bespoke posters for the different bands and regular re-posting helped keep the campaign fresh and alive. QR codes on the posters added a further layer to the medium by providing immediate access to additional information.

Describe how you arrived at the final design
Miller understands that Young Scots are like young people around the world. They like music, they like going out, they like being part of the crowd – whilst appearing to be cool and in the know - and they are proud of their country.

Tapping into these insights allowed us to identify key poster sites and also to produce the kinds of posters that would appeal.

Give some indication of how successful the outcome was in the market
121 new bands gigged every year, up to 450 mobile tickets distributed every week, and 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.