HOW BUILDING LOCAL CRED GREW THE BOTTOM LINE FOR MILLER GENUINE DRAFT IN AUSTRALIA.
Miller Genuine Draft is a huge brand in the USA, but isn’t known well in Australia.
Our job was to change that by localising their brand promise ‘when exceptional happens, it’s Miller time’ using the global creative platform Miller Design Lab – an incubator of exceptional experiences in design & technology & curated by renowned New York designer, Jeff Staple.
To build local street cred we brokered a series of collabs between like-minded Aussies and Jeff Staple including Bellroy who designed a limited-edition, customised by 50 local artists, musicians and creatives in recognition of Australia’s take on design and nightlife.
To create bang for media buck, we executed in a hyper localised way targeting the cultural mecca of Prahan in Melbourne for events & partnerships that we could then amplify nationally through content, PR and paid channels.
The campaign lifted sales nationally by 11%, 25% in Victoria where the campaign was executed and added 10 new on-premise venues.
Creative platform, integrated campaign, content and connections planning