BUNDY SKYCOUCH by The Marketing Store for Bundaberg

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BUNDY SKYCOUCH

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Industry Rum
Media Design & Branding
Market Australia
Agency The Marketing Store
Creative Director Stuart Alexander
Released April 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: DIAGEO AUSTRALIA
Product/Service: RUM
Agency: THE MARKETING STORE SYDNEY
Date of First Appearance: Apr 16 2010
Entrant Company: THE MARKETING STORE SYDNEY, Sydney, AUSTRALIA
Creative Director: Stuart Alexander (The Marketing Store)
Senior Art Director: Jon Foye (The Marketing Store)
Senior Copywriter: James Gebler (The Marketing Store)
Group Account Director: Jane Nicholson (The Marketing Store)
Senior Account Director: Kate Cutler (The Marketing Store)
Account Manager: Kelly-Anne Barr (The Marketing Store)
Strategic Planning Director: Clare Graham (The Marketing Store)
Brand Manager: Serge Costi (Diageo Australia)
Sponsorship Manager: Jack Mesley (Diageo Australia)
Marketing Manager: Matt Bruhn (Diageo Australia)
Account Executive: Danny Holland (The Marketing Store)
Account Director: Ed Lancaster (The Marketing Store)
Media placement: Packaging - National Distribution - 15 March 2010
Media placement: Point Of Sale - National Distribution - 15 March 2010
Media placement: Print - 1 Execution Weekly - Big League Magazine - 8 April 2010
Media placement: Live Event - Skycouch - Parramatta Stadium - 16 April 2010
Media placement: TV - Live Broadcast Coverage Of Skycouch - Channel 9 - 16 April 2010
Media placement: PR - Various - Online, TV Coverage - 16 April 2010
Media placement: TV - Branded Content - The Footy Show, Channel 9 - 22 April 2010
Media placement: Live Event - Skycouch - Parramatta Stadium - 4 June 2010

Describe the brief from the client
We were briefed to develop an event that would leverage Bundaberg Rum's football sponsorship. It needed to generate its own media attention, drive sales and most importantly remind our target market that the best way to enjoy the footy was with Bundy.

Describe the challenges and key objectives
Our two main objectives were to create as much awareness of the campaign as possible and to drive sales. Our target was males aged 20-29, with 24 year olds the bullseye. Research showed that our target valued good times with his mates above all else and that watching footy was one the key thing he and his mates united around. Our specific targets were:
• 10% Sales Uplift YOY.
• 20% Campaign awareness amongst target.

Describe how you arrived at the final design
From research we knew that guys never want to be singled out and that experiential activities must include their mates. So we created the Bundy Skycouch and gave our target the chance to get onboard with their mates. Literally an eight seater couch in the sky, it was hung over the edge of the stadium by a 200 tonne crane. It came complete with fully stocked fridges, some cheerleaders, a pie warmer and the most amazing view of the footy anyone had ever seen.

Give some indication of how successful the outcome was in the market
Bundaberg Rum’s most successful experiential activation ever, by any measure.

• 14% sales uplift, exceeding 10% target.

• 37% awareness among target, exceeding 20% target.

Comms Tracking Research revealed the following increases:

• Made Bundy more appealing: 36% (from a benchmark of 27%).
• More interested in buying: 33% (from a benchmark of 16%).

• 15% increase in fans on Facebook during the campaign.