BUSINESS CHALLENGE

Miller Genuine Draft had been engaged in music activity across Scotland for two years, focusing on building a platform for unsigned talent. However, evaluation showed low brand engagement, with the platform (as it stood) being too niche.

The need to generate wider awareness amongst 18 – 24 fun seekers was therefore imperative.

Miller asked FRUKT to create a bespoke music campaign that brought to life the brand’s ATL campaign, ‘Cold Filtered’.

SOLUTION

FRUKT created Miller Filtered Music, a platform that aims to strip away the unnecessary and get straight to the heart of extraordinary music. 

For each show a band perform unique set that sees them playing their music in a more raw form. From these events, audiovisual and editorial content is spread through social media and print media. 

Still in it’s first year, the series kicked off with a sell out Doves show in September 2010 and looks forward to welcoming more incredible acts over the coming months. 

RESULTS

This project is currently in progress and results will be updated as soon as they are revealed.