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THE MILLER MUSIC TOUR – Vectorized

October 29, 2007 by Adam Jarvis Leave a Comment

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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.

mmt_mgd_pos_vectorvault1.jpg

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.

mmt_miller_genuine_draft1.jpg

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.

olivia_film_vectorvault.jpg

Watch the animated spot “Olivia” here:

It’s Miller Time. •

Filed Under: Vector News, Video

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