Miller Genuine Draft was not viewed as the popular choice for new 18-24 drinkers - who struggled to see an occasion to choose Miller over rival brands.

This age group love the chance to be creative and free-spirited, and fancy dress events are often what they love the best. So we created the Halloween Street Festival - Miller's 'Creatures of the Night' event. We didn't just take over bars, we took over entire streets - in Dublin and in Glasgow - with a unique theme for each bar and club in the area. In the Lab, for example, we had crazy scientists and mutants carrying out wild experiments and setting the mood with live music and DJs Killa Kela and Pendulum.

The events were a sell out, with 4,500 people dressed up in Halloween outfits - all trying Miller. £450,000 of free media was generated and Facebook 'likes' increased by 150%.