Miller Promo, Case study MILLER 2011 by Deluxe361

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MILLER 2011

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Russia
Agency Deluxe361
Released December 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: SABMILLERRUS
Product/Service: MILLER GENUINE DRAFT
Agency: DELUXE361
Date of First Appearance: Dec 10 2010
Entrant Company: DELUXE361, Moscow, RUSSIA
Media placement: billboard - billboard - 25.11.2010
Media placement: cityformat - cityformat with the use of light and volume decisions - 25.11.2010
Media placement: press - press - 25.11.2010
Media placement: POS materials - POS materials - 25.11.2010
Media placement: TV commercial - TV commercial - 25.11.2010

Insights, Strategy & the Idea
The Brief
To develop a creative idea that provides a clear link between New Year and Miller brand in the Target Audience’s perception.

Creative Execution
New Year is one of the greatest nights and this year 2011 is definitely MILLER’s year.
In order to distinguish the MILLER brand from competitors, we decided to demonstrate that the year 2011 is the year of MILLER by integrating MILLER bottles into numbers.

Results and Effectiveness
Activity Dates:
Nov 25 2010 – JAN 31 2011
Miller became associated as the main drink of the holidays. Miller - the most popular party beer.