Brief Task: Prepare an attractive on-trade promo for launch Miller Genuine Draft - a new brand on Czech market. Goal: Support of brand awareness Support.

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Presentation transcript:

Brief Task: Prepare an attractive on-trade promo for launch Miller Genuine Draft - a new brand on Czech market. Goal: Support of brand awareness Support of trial Positioning of MGD like a brand with high social status. Mandatories: No support by media campaigns. Action linked to Miller Clubbing Tour in Turkey.

Idea Miller Genuine Draft is about best music and stylish enjoinment: Promo teams in stylish costumes visited selected popular bars and clubs and handling out a samples of MGD. Every visitor who bough MGD won the free ticket for a final MGD VIP party or attractive gift (special lottery-wheel in the shape of classic gramophone). 3 big MGD parties with dancing shows, special guests (music stars, actors etc.), attractive performances and games. Final part of Clubbing Tour was big VIP party with game for exclusive trip to Turkey. Co-operation with musical and life-style magazines, brand/action promoted by Czech celebrities.

Results Brand awareness was rapidly increased. The MGD beer was successfully listed in selected on-trade establishments. The product was tasted by more than potential consumers per month.