The Challenge Create a global brand campaign to align diverse local markets around a single, unified platform.
The Insight MGD is positioned quite differently in countries around the world. One common thread and aspiration for the MGD consumer was a desire to learn about the freshest music.
The Idea Miller Music World: A twelve month activation where local markets were challenged with finding the best emerging talent in their country to perform at a micro-festival during the Miami Winter Music Conference.
The Work This was a 360° programme with Splendid developing the strategy and creating all marketing assets for a global toolkit. We established media partnerships, developed and distributed content and created and produced the final six event festival over three days in Miami.
The Result Six sell-out events resulting in strong branded coverage across fifteen global markets; this was the largest global activation for the brand in recent history.