Bundaberg Case study ROAD TO RECOVERY, 2 by Leo Burnett Sydney

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ROAD TO RECOVERY, 2

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Industry Rum
Media Case study
Market Australia
Agency Leo Burnett Sydney
Director Patrick Fileti
Creative Director Vince Lagana, Grant Mcaloon
Art Director A. Chris Moreira, Ben Alden
Copywriter Mark Scholler, Michael Dawson
Client Service Director Peter Bosilkovski
Photographer Christopher Ireland
Editor Ed Copestick
Released May 2013

Awards

Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Bronze
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: DIAGEO AUSTRALIA
Product/Service: BUNDABERG RUM
Agency: LEO BURNETT SYDNEY, AUSTRALIA
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Director: Grant Mcaloon (Leo Burnett Sydney)
Creative Director: Vince Lagana (Leo Burnett Sydney)
Copywriter: Michael Dawson (Leo Burnett Sydney)
Copywriter: Mark Schöller (Leo Burnett Sydney)
Art Director: Ben Alden (Leo Burnett Sydney)
Art Director: Chris Moreira (Leo Burnett Sydney)
Designers: Ben Alden/Jason Young (Leo Burnett Sydney)
Director: Patrick Fileti (Leo Burnett Sydney)
Editor: Ed Copestick (Leo Burnett Sydney)
TV Producers: Rita Gagliardi/Zoe Paulsen (Leo Burnett Sydney)
Print Producer: Jeremy Devilliers/Adrian Jung/Ronald Regis/Michelle Browne (Leo Burnett Sydney)
Social Manager: Bryan Wilmot (Leo Burnett Sydney)
Client Service Director: Peter Bosilkovski (Leo Burnett Sydney)
Account Managers: Sam Mcgown/Holly Matchett (Leo Burnett Sydney)
Planner: Mathieu Dauner (Leo Burnett Sydney)
Laser Embellishing: Blazze Laser Embellishing (Blazze Laser Embellishing)
Photographer: Christopher Ireland (Pool)

Results and Effectiveness

Over 6000 people came to the town for the event, swelling the population by 8%. It was the biggest tourism event Bundaberg has ever seen. $2.5 million pumped into the struggling local economy. The rum completely sold out - $300,00 for charity. $1 million in PR was generated, with 169 media pieces. The total reach exceeded 7.5 million people.
Online, our Facebook RTR post engaged 13% of our entire population and 268,130 unique uses engaged. Our Facebook page fan base increased by over 9,000 people. Our social activity reached 2,692,405 unique people - excess of 20.9 million impressions. 1,037,470 people were reached as a result of their friends interaction with our Facebook activity.

Creative Execution

We embarked on an ambitious campaign to create Bundaberg’s biggest ever tourism event just 6 weeks after its biggest ever flood.
The centrepiece of the campaign was a relaunch of our rum. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them. But these unique bottles would only be made available from the Bundaberg Distillery on the weekend of March 16, forcing rum enthusiasts to make the journey and give our town a shot in the arm. All proceeds from the rum would be donated to flood victims.
Bundaberg’s previous biggest tourism campaign consisted of a localised billboard campaign. Promotion of the Road to Recovery event rolled out across the nation in TV, press, radio, digital, out of home, promotional activity, DM and PR. All of it conceived, produced and run in the space of 6 intense weeks between the flood and the big event.

Insights, Strategy and the Idea

Two years ago the state of Queensland was engulfed by a catastrophic flood, covering an area the size of France. On January 26 this year, it was hit by another. This one punished a much smaller area, but it was even more ferocious. For the town of Bundaberg, it was the worst in history.
The plight of Bundaberg led news bulletins around the country, but before long, the media, and a flood fatigued nation, moved on and the plight of the small town was forgotten.
Our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’ in the broader population, ensuring the bravery of this proud community is never forgotten.