Miller Promo, Case study LITTLE GUYS ON THE BIG GAME by Saatchi & Saatchi New York

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi New York
Director Harold Einstein
Producer Eric Liney
Editor Chuck Willis At Cut
Released January 2010

Credits & Description

Category: Best Use of Television
Product/Service: BEER
Date of First Appearance: Jan 27 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, New York, USA
Entry URL:
Chief Creative Officer: Gerry Graf (Saatchi & Saatchi)
Creative Director/Art Director: Ralph Watson (Saatchi & Saatchi)
Creative Director/Copywriter: Dan Kelleher (Saatchi & Saatchi)
Executive Producer: Diane Burton (Saatchi & Saatchi)
Vice President, Integrated Production: John Swartz (Saatchi & Saatchi)
Interactive Creative Director: James Cooper (Saatchi & Saatchi)
Production Company: (Station Films)
Director: Harold Einstein (Station Films)
Executive Producers: Steve Orent/Tom Rossano (Station Films)
Producer: Eric Liney (Station Films)
Editorial House: (Cutting Room)
Editor: Chuck Willis (Cutting Room)
Website Development: (iMundo)
Digital Design Director: Jon Ellis (iMundo)
Media placement: 2 TV Spots - ESPN, Superbowl - 27/01/2010
Media placement: Website - Internet - 27/01/2010
Media placement: Radio - National - 13/04/2010
Media placement: OOH - Beverage Distributors - 26/04/2010

Results and Effectiveness
The idea yielded great results for both the brand and the businesses featured. The total TV media impressions exceeded 65 million. The idea received coverage on national news outlets including CNN, Fox, ESPN, New York Times, and Sports Business Daily. The idea also received coverage locally in more than 50 markets across the country. Most notably, all of the small businesses reported huge increases in store traffic following the launch of the idea.

Creative Execution
The idea was brought to life in a variety of different mediums including TV, radio, retail, digital and PR. The campaign kicked off two weeks prior to the Super Bowl with :30 TV that communicated the idea and told people to look out for the commercial on the Big Game. The idea was supported online through and Facebook, where consumers could get to know the businesses that were going to be in the commercial as well as explore tons of other content. PR played a critical role in the marketing mix and the idea received a tremendous amount of press on a variety of national news outlets that featured both our High Life delivery guy and the small business owners being interviewed about the idea. Retail support included POS and other elements. Finally, the :30 spot featuring the small businesses ran during the third quarter of the Super Bowl.

Insights, Strategy & the Idea
Advertising on the world’s largest stage – the Super Bowl – has only been a possibility for America’s largest and richest companies. This year Miller High Life had an idea. We would buy a commercial on the Super Bowl and give it to the people who could really use it – deserving small businesses. With many small businesses reeling from the effects of the financial crisis, the idea gave much needed exposure and publicity at a time when big business was getting handouts and no one was sticking up for the little guys. Dubbed the “Little Guys on the Big Game,” the commercial aired amidst the over-the-top nonsense served up by other brands and brought a healthy dose of common sense to the most pretentious advertising platform on the planet.