According to Report, Those who were lucky to get a boombox in their mail, could listen to DJ Caise’s & DJ Xclusive’s audio invite and prepare themselves for a wild night out at a secret location, while everyone else was hoping to make it on a boombox owner’s guest list – no one wanted to miss this mysterious event! Is it a brand launch? An international party series? A release of some sort? Hands down, the boombox invite and #WhatIsM campaign was 2015’s biggest PR coup – and one of the best Social Media campaigns ever executed in Nigeria. Kudos go toBold&Daring, Miller’s Nigerian PR and brand activation agency.
As promised, the secret location was revealed around 3pm the day of the event, and it was none other than Muri Okunola Park – the most visible outdoor location on the islands. How could we have missed the set up?
Upon arriving at the venue, the guest list registration was quick and well organised, the Black Carpet was bustling (Yvonne Vixen held it down, as well asTrace, SoundCity, Hip TV, Spice TV, AfroPop TV, and many others) and the setting was simply jaw-dropping… The stage was a gigantic scaffolding structure covered with mesh (ca.10 x 20 meters), which turned into a massive projection screen for a French but internationally acclaimed visual design team called 1024 architecture, who hail from Paris. While DJ Caise and DJ Xclusive (Miller’s new brand ambassadors) as well as the international DJ Jerome Sydenham performed, boombox visuals (there goes boombox the context!) and other 3D mapping visuals were projected on the stage, complemented with impressive rays of light around the entire structure that gave the entire park somewhat of a rave feel, while at the same time keeping it really classy. Lagos has never seen an event like it – it was really something else. Miller definitely set the bar high, making a point of its global high-energy nightlife experience!
The seating area provided seating for around 400, while the rest of the crowd spread out on the lawn, at the bars, and just all over the place, really. At its peak, it seemed like there were over 1000 guests. A larger-than-life Miller boombox (a massive version of the invitation boombox) served as a viewing platform, which was an amazing opportunity to see the entire venue from a birds eye perspective. Wow.
Instead of the usual VIP and VVIP set-up, Miller opted for an open seating approach – and that was probably the key success factor of the event – besides the crazy light show and decoration. Celebs mingled with other media, art and fashion personalities, no one felt stuck at a certain table, and the vibe was just amazing. The lawn turned into a gigantic dance floor and guests were dancing to cool EDM tunes till the wee hours on October 1st. It was really something else… Never before has Lagos seen such a cool brand launch. No speeches, no presentations, no promo harassment. Miller just wanted to set the stage for an awesome party – and that’s exactly what it was! There was an immense attention to detail, all the way to the Miller girls, who wore outfits designed by Nigeria’s most respected stylist Zed-Eye.
Guests included Praiz, Jesse Jagz, Sasha P, Temi Dollface, Toke Makinwa,Denrele, Falz, Loose Kanyon, Wale and Poe from Show Dem Camp, Stephanie Coker, Niyola, Zainab Balogun, Kemi and Remi Adetiba, D’Prince, Alex Ekubo, and a whole long list more. The behind-the-scenes industry movers and shakers were also there: Paul Okoye, Tola Odunsi, Bayo Omisore, and more!
View more photos below…
Photo & Update Credit: BN