We enlisted a popular radio DJ, who possessed the irreverence and likeability of the Icehouse brand, to give away an Icehouse brewery replica during a summer-long promotion. Since breaking through the clutter was key, the agency also built a full-size brewery replica on one of the station’s high profile billboards – the first build-out ever of its kind – where the DJ broadcast his show live from 80 feet up in the air.

Volume increased almost 20%. It built unparalleled excitement among Icehouse distributors, who attended both live broadcasts and called the Miller marketing team to voice appreciation. The station received more than twice their average promotion response via entries and call-ins and even paid for Icehouse to have a second live broadcast.