Category :

Promo Lotus

Sub Category :

Sponsorship/Partnership Campaign

Title :

Bundy Skycouch

Brand :

Bundaberg Rum

Advertiser :

Diageo

Advertising Agency :

The Marketing Store

Creative Director :

Stuart Alexander

Copywriter :

James Gebler, Jon Foye

Art Director :

Jon Foye, James Gebler

Agency Producer :

Clare Stuban

Computer Artist :

Eeuwout Baart

The Objective :

Bundaberg Rum is an iconic Australian brand that has a long association with Rugby League (“the footy” as it’s known locally) and the Aussie blokes that get together to watch it. As principle sponsor of Friday Night Football, Bundy were looking for a smart way to kick off the season that would drive sales and remind blokes that Bundy was all about footy and mates. Specific response targets were: • Drive sales of Bundaberg Rum +10% versus year on year figures • Make a positive impact on purchase intention & brand appeal measures • Drive awareness of the campaign amongst target consumers (MPLA – 29yrs) of +20%

The Strategy :

Through research and target market insights we already knew that our target valued good times with his mates above all else and that watching footy was one the key things that they united around. As a result, our strategy was to deliver a strong, never seen before prize hook that was a shared experience – a legendary experience that a group of mates would never forget.

The Concept :

We built the ultimate way to watch the footy, the Bundy Skycouch. Specifically, it was a specially constructed eight seat couch that could be suspended over the edge of football stadiums by a 200 tonne crane. It delivered a never-before-experienced view, came complete with its very own cheerleaders, fridges fully stocked with Bundy and even a pie warmer in case anyone got peckish. It was launched at the opening game of the season in front of a packed stadium of fans and hundreds of thousands of TV viewers during a live half-time cross. We then gave blokes and their mates the chance to win seats on the couch later in the season by buying specially marked packs of Bundy. The campaign was supported with branded content on “The Footy Show” (cult Aussie TV show), a TVC, press, online and social media, grass signage at stadiums, in-store POS and packaging. The Skycouch was conceived to deliver on our strategy of reminding guys that Bundy equals great times with mates in a way they couldn’t ignore and could actively be a part of.

The Results :

- A sales uplift of 14%, exceeding our target of 10%. - Awareness and takeout at 37%, exceeding our target of 20% - TNS Comms Tracking Research showed the following: • Made Bundy more appealing - 36% (from bench mark of 27%) • More interested in buying – 33% (from benchmark of 16%) - There was a 15% increase in fans on Facebook during the campaign

Company Entering :

The Marketing Store Sydney

City :

Sydney