Selected Millhaus-Projects

Arnette

Millhaus was commissioned in 2010 to develop a European concept to get the American sunglasses company back into the relevant set of their target group of 15 to 25 year olds.

For that Millhaus initiated the interactive video project "IN YOUR FACE" to especially address Skateboarders and Surfers in Germany, France, Spain and Italy. The athletes were asked to apply for their own professionally produced part in the "IN YOUR FACE" video. Millhaus was also responsible for the realization of the video.
Central communications platform was Facebook, the most popular social media platform within the target group.
Millhaus was responsible for the concept and supervised the fan page with integrated app, through which the whole IN YOUR FACE project was handled.
Thanks to the online voting during the final stage of determining the winner of the video contest the number of people following Arnette rose by 10.000 (900%) within 20 days.
Besides the facebook communication, the focus lay on the direct dialogue with the target group using guerilla agents in the scenes' hot spots. Furthermore Millhaus took on the PR work for Arnette for European wide special interest media.
Kick-Off for all measures was the winter ISPO 2010 where two gorillas roamed the trade fair and generated a first awareness for Arnette.

Fiat 500 Contemporary Art

Fiat 500 supports contemporary art and released a new issue of the Everyday Masterpieces Magazine, supported by Millhaus, at the opening exhibition of the Helmet Gallery.

A series of contemporary art exhibitions, supported by Fiat 500, started in June 2010 at the Munich Helmet Gallery with a vernissage of the British artists ”The London Police“. The connection to Fiat 500 is obvious as the car’s design itself was not only created in design agencies but was also inspired by urban lifestyle. The Everyday Masterpieces Magazine was created and produced together with Millhaus and was released for the first time at the opening event of the exhibition series. The high quality magazine introduces various artists and galleries and asks them about their own personal Everyday Masterpieces. Besides ”The London Police“ artists such as Hanne Bee (Switzerland), Kid Acne (UK), Mambo (France) and Nuria (Spain) are represented in the Everyday Masterpiece Magazine.

The Helmet gallery will exhibit further works of contemporary artists, partly represented in the Everyday Masterpieces Magazine, until the end of the year, all supported by Fiat.

Telekom Local Support – Sport

Millhaus was asked in the spring of 2006 by Telekom 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 “Telekom”, in particular amongst the age group of 14 to 24 year olds. Advance analyses were used to develop a concept called “Local Support” which, focusing initially on the BMX segment (cycling + youth = BMX), was expanded from summer 2007 by Millhaus to cover other sports (skateboard, mountain bike, wakeboard) within the scope of the Local Support project.

Telekom Local Support – Musik

On the basis of the successful conceptual design and implementation of the Local Support project in the area of sport, Millhaus expanded the concept in 2008, adding the element of music promotion. Using the components of Band Contest, “Mitspielzentrale“ and Music Workshops, new young bands are given a platform on which to present themselves to a wider public and receive useful advice from respected music experts such as Max Herre, Mark Liebscher (manager of the band Sportfreunde Stiller), Sepalot (producer of the band Blumentopf) or Markus Kavka.

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.

Fiat Freestyle Team

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 35 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.

Here is a video clip from Fiat Fiat Freestyle Team.

JK Tammeka Tartu – Premier League Marketing

Millhaus goes Football.
At the beginning of 2010 Millhaus was commissioned by the Estonian premier league football club JK Tammeka Tartu with an extensive consultation project. Besides the development of a new and modern appearance of the club, the project also included the conception of a comprehensive marketing strategy with initial guidance based on a 3 year plan.

After Tallinn, Tartu is the second biggest city in Estonia and thanks to having the biggest university of the Baltic States, it is a hot spot for young people. The resulting dynamics are reflected in the new appearance of the premier league club. The main goal is to position the club as a progressive and young football club and to thus awaken the city`s potential. Tammeka should grow into an object of identification and aspiration within the Baltic States. First visible results are the in-house designed products of the merchandise collection.

Millhaus production

Give-Aways, Merchandise, promotion articles.

For us these are not just printed-on coffee mugs, but effective and efficient tools for a lasting target group approach.

”Touchable“ – not just ”advertising“ but something that passes over and becomes part of someone’s property and with the long lasting memory, the direct usefulness and the value of identification, it gains a different quality.

There is much more to the products realized by Millhaus than a logo on a pen. For our clients we develop tailor-made product concepts for a coherent appearance. At the end the receiver will not only keep the gadget but the positive connection to the brand as well.

Millhaus Productions does not just stand out because of its intuition of new trends, new ideas and customer service-we also realize the whole development process. From beginning to end. Of course on time and budget.

Here the overview of our services:

Red Bull Gap Session

The Red Bull Gap Session, initiated by two of the world best professional snowboarders, David Benedek and Christoph Weber, is a snowboard event of a very special kind: It focuses on developing the sport further, maximum flying times and new tricks. Millhaus was commissioned by Red Bull to handle the communications for this unique international event. The intention was also to develop and use the theme to address the Entry Point Consumer (EPC) target group.

Oakley

The performance of the Californian Eyewear Brand Oakley on the ISPO 2008 in Hall A1 was staged by Millhaus. For this reason, the printing campaign at that time 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.

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 GUZZINI Designer Pic Nic Kits but also sponsoring the serving at the “Goldene Bar”. The Italian lunch packages were assembled by Käfer. The event was musically accompanied by DJ Explizit.

The objective: To make the Fiat brand and, in particular, the new Fiat 500, into a tangible experience for the target audience in an appealing and authentic manner. Fiat and Millhaus were delighted to welcome more than 2,000 Pic Nic guests. Only two hours in, all 500 GUZZINI designer Pic Nic hampers were already snapped up – but guests still went on partying until late into the night.

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

500 Abarth Premiere

Following its strategic consultancy on the market launch of the new Fiat 500, Millhaus was also commissioned to develop a concept, oversee the relaunch of the Abarth brand, and at the same time come up with a spectacular way of presenting the new 500 Abarth.

In order to demonstrate the Abarth brand's core values of sportiness and design to a trend-conscious target group, a special format was developed: a live street art performance coupled with a première event.

Millhaus took responsibility for overall coordination of the project and created the appropriate setting with the première which was held on the roof terrace of Lutter & Wegner. The invitation to the official launch of the 500 Abarth was taken up by representatives of the press and numerous guests. A live graffiti performance by the internationally renowned artist Loomit was also followed avidly by passers-by on the Altstadtring which was closed to cars for the City of Munich's 850th anniversary celebrations.

Logo, CI Design and Web Design

Ratiopharm Snowboard Team

During a 12-year collaboration, the project scope for Millhaus was successively built up because of the convincing results of the “Target Group Future” approach (brand awareness and brand sympathy) and modified to the respective latest needs. Millhaus project steering encompassed 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”.

Audi A1 Melges 20 Cup

In June 2010 the Audi A1 Melges 20 Cup took place in Starnberg. The objective was to address lifestyle and sports media as well as opinion leader within the launch of the Audi A1 and the involvement of AUDI AG within sailing. The new Audi A1 was presented on land as well as next to the water. Besides Olympic champion Jochen Schümann, pro sailors such as Tim Kröger, John Cutler and Michi Müller took part. Actress Veronika Ferres, one of Audi's brand ambassadors received a brand new Audi Q7. The car manufacturer from Ingolstadt supplied the shuttle service with its newest models, offered a relaxing lounge and was represented as sponsor with their logo on all event material.

KIA

Millhaus was commissioned by Kia Design Center Europe, headed up by chief designer Peter Schreyer, to present the Kia SOUL show car at the Geneva Motor Show 2008 as a design milestone and as a signature vehicle for the Kia brand. Within 8 weeks of the briefing Millhaus had developed and implemented the complete presentation of the Kia SOUL for the motor show with Kia Design Center and Kia Motors Europe. Alongside vehicle photoshoot, graphics and logo development, production prospectus, movie Kia Soul, press folder and online presence, Millhaus also created a SOULbar to stage the Kia SOUL’s on-site presentation.

Here is a video clip from Geneva Motor Show 2008.

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