Miller Genuine Draft has teamed up with Primesight’s Glasgow Subway to create an advertising campaign which aims to promote its association with ‘The Mill Live’, a new platform for emerging music talent in Glasgow city centre.
The campaign was booked by MPG & Posterscope on behalf of Miller and incorporated ambient activity within key stations on the on the Glasgow Subway.
Miller chose the Glasgow Subway to promote its new music campaign because of its position as the biggest transport source in the city connecting 15 stations in key areas including the West End and Buchanan Street - the most popular retail area in the city.
Primesight worked with Miller, MPG & Posterscope to install ‘mock stages’ at two of the busiest stations - Buchanan Street & St. Enoch. Each stage incorporates a 52 inch screen that will showcase the live acts that can be seen at the gig’s weekly venue, plus promotion of the ‘Miller Live’ website where consumers can preview the upcoming bands and drive traffic to the website where consumers can download tunes for free.
Miller have also supported the stages with two 6 Sheet panels at each Glasgow Subway station to help spread the Miller message and draw attention to the live gigs.
Keith Lammie, Head of Regional Sales comments: "We had to find a unique way to deliver the Live Music Experience to the Glasgow Subways commuters. The mock stages, together with the Subways unique environment give a real sense of the energy at these gigs. We decided to target the Subways busiest two stations Buchanan St and St Enoch that deliver in excess of 500,000 passenger journeys every month. These are re-enforced with a system wide 6 sheet campaign to make sure everyone is aware of the campaign. I’m sure following the success of this more advertisers will look to take advantage of our digital offering."