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THE MILLER MUSIC TOUR – Vectorized

Toronto, Canada –

Miller Genuine Draft still believes in experiential marketing. The Miller Music Tour is one of the most incredible music promotions in the world. The premise is simple: fly over 200 people from over 13 countries into 3 American cities for a 6 day music experience. The Hive Strategic Marketing Inc. (Toronto, Ontario, Canada) is the brains and the muscle behind all 6 yearly events. This project had a low budget, and required an ownable icon that would translate across several markets. From that brief “Olivia” was born.

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The POS was featured in several languages around the world and became the face of the program. This was especially a hit in Korea where Miller Genuine Draft have a successful chain of pubs called The Miller Time Cafes. Olivia’s friendly smile connected with consumers there and boosted brand image throughout Asia.

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Soon after followed an animated television spot. The animation was done by Topix (Toronto, Canada). They did a terrific job bringing Olivia to life. The television spot was then provided to international markets so that they could re-dub the English voice over to suit their marketing needs.

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Watch the animated spot “Olivia” here:

It’s Miller Time. •
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