Selected Millhaus-Projects

T-Mobile Local Support – Sport

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. 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.

T-Mobile 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Market research carried out in the summer of 2004 showed that the brand name Fiat had to fight an outdated image in Italy and Europe.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.

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”.

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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