BRIEF: Miller Genuine Draft was loosing relevance with - and needed to recruit - 18-24 year olds in its key market, Scotland. The brief was to re-connect Miller Genuine Draft with this audience and re-enforce its position as a genuinely different premium beer. In particular, to appeal to opinion leading young adults.

SOLUTION: 'The Mill' was conceived to appeal to these image-builders and it worked on two levels:1: We created unique, weekly gigs in Edinburgh and Glasgow, showcasing emerging Scottish bands.2. The Mill became the content for our communication. The events and music were seeded via multiple touchpoints - online, via Bluetooth, through QR codes on posters, underground takeovers, cinema ads and other media only available to those in the know. The Mill also tapped into another core characteristic of the target – their pride in and fervour towards all things Scottish.

SUCCESS: 121 new bands gigged every year, up to 450 mobile tickets distributed every week, 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.