Selected Millhaus-Projects

Fiat 500

The Fiat 500 - Car Of The Year 2008 - is back and along with it all the fun returns to German streets. For this reason, seven extraordinary personalities give us insights into their private lives, showing us the little things that spice up their days, small commodities and matters they wouldn't ever want to miss - simply their personal "Everyday Masterpieces".

Millhaus is consulting FIAT for the launch of the new Fiat 500. Aside from the previously performed strategic consulting of the product launch, Millhaus is now also in charge of the conception, management and implementation of projects concerning "below the line" measures.

Impressions from the "Everyday Masterpieces" booklet Fiat 500 can be found in the gallery above. Or see "Everyday Masterpieces" online at www.everyday-masterpieces.de

Fiat 500 Pic Nic

Millhaus already espoused Fiat at the entire market launch of the new Fiat 500. On July, the 5th, exactly one year after the worldwide launch, the famous model celebrated its first birthday. For this reason Fiat initiated a European wide Pic Nic campaign. The idea: 16 European cities are staging the Fiat 500 Pic Nic Events at July the 5th and celebrate together with Fiat fans and friends this special birthday.

In the context of this campaign, Millhaus was responsible for the conception, management and implementation of the German Pic Nic Event at the “Haus der Kunst” in Munich. Millhaus acquired S. Pellegrino, Campari, Ramazotti and Feinkost Farnetani as partners for the event. Those were not only offering the drinks for the 500 GUZINI Designer Pic Nic Kits but also sponsoring the serving at the “Goldene Bar”. The Italian lunch packages were assembled by Käfer.

Moreover, various old and new Fiat 500 models were parked at the area to be gazed at by the Fiat 500 fans – tryout sitting included. The event was musically accompanied by DJ Explizit.

The aim: creating the possibility for the target audience to experience the brand Fiat and particularly the Fiat 500 in an authentic and pleasant way. The success of the concept speaks for itself! Fiat and Millhaus were happy about 2.000 Pic Nic guests. For as little as 2 hours, the 500 GUZINI design Pic Nic Kits were out of stock – nevertheless the party went on till 10:00 p.m.

Millhaus documented the event with a making-of spot, starting with all communication measures and ending with the event day on its own. In addition to that, MTV produced a spot including live reports from all 16 cities as a media partner of Fiat.

Video-Clip Fiat 500 Pic Nic

Oakley

The performance of the Californian Eyewear Brand Oakley on the ISPO 2008 in Hall A1 was staged by Millhaus. For this reason the current printing campaign was put into practice and without further ado the booth was channeled into a wrestling area. Twice a day the intentionally for this reason approached wrestling pros honored not only themselves, but also invited daring and brave trade visitors into the boxing ring. The result of this offbeat performance were packed gangways during the shows in front of the Oakley stand plus a countless amount of pix and videos done with mobile phones, camcorders and cameras. Photocredit: Markus Greber / Oakley.
An example can be found here

Fiat Freestyle Team

Further information: Millhaus Fiat Freestyle Team.pdf

Market research carried out in the summer of 2004 showed that the brand name Fiat had to fight an outdated image in Italy and Europe. In particular amongst the young target group of 18 to 25 year olds Fiat had the aim of improving their market image, of entering the relevant set and of ultimately generating car sales. Therefore Fiat Auto in Turin decided to position itself within younger surroundings. In the summer of 2004 Millhaus was given the task by Fiat Head Office in Italy to work on strategy and solutions for the above-named remit and to implement them.

Video-Clip Fiat Freestyle Team

ratiopharm Snowboard Team

Further information: Millhaus ratiopharm snowboard team.pdf

In the twelve years of working together the project scope for Millhaus was successively expanded due to the convincing results shown when questioning the target group (brand awareness and positive brand image), and was then adapted, as appropriate, to their actual needs. Millhaus project steering encompasses the ratiopharm snowboard team management, advertisement campaigns, internet representation and merchandise. It also, however, handles event sponsoring, for example the world renowned Big Air Snowboard Competition “Air and Style”.

T-Mobile Local Support

Further information: Millhaus T-Mobile Local Support.pdf

Millhaus was asked in the spring of 2006 by T-Mobile Germany to develop a project that broadens cycle sport sponsoring around the theme of youth. The aim is the creation of credibility and acceptance for the brand “T-Mobile“, in particular amongst the age group of 14 to 24 year olds. Out of the initial analyses an additional concept was developed named „Local Support“. This initially focused on the BMX area (cycle sport + youth = BMX) and since the summer of 2007 has been broadened to include other sports (skateboarding, mountain biking, wakeboarding) within the framework of local support projects.

Copyright Millhaus GmbH / Impressum