FOOTY DREAMS by Leo Burnett Sydney for Bundaberg

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FOOTY DREAMS

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Industry Rum
Media Direct marketing
Market Australia
Agency Leo Burnett Sydney
Director Tim Green, Rupert Taylor
Editor Angus Forbes
Released May 2012

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DIAGEO AUSTRALIA
Product/Service: BUNDABERG RUM
Agency: LEO BURNETT SYDNEY
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Director: Tim Green (Leo Burnett Sydney)
Art Director: Tim Green (Leo Burnett Sydney)
Copywriter: Rupert Taylor (Leo Burnett Sydney)
Director: Tim Green (Leo Burnett Sydney)
Director: Rupert Taylor (Leo Burnett Sydney)
Editor: Angus Forbes (Leo Burnett Sydney)
Group Account Director: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Claire Kesby-Smith (Leo Burnett Sydney)
Media placement: Series Of Podcasts - Internet/Facebook - 15/12/11

Describe the brief/objective of the direct campaign.
The media environment is more cluttered than ever. Football is the most sponsored sport in Australia. Because of this, Bundaberg was finding it hard to speak to young men in the arena of football. Their brief was to raise Bundy’s awareness among young men in the context of football. The objective of the campaign was to form a bond between Bundaberg Rum, young men, and football. The audience was drawn from young men who are Bundy drinkers, and who haven’t tried Bundy. Bundaberg’s strategy is to support the supporters of rugby league—to give something back to the fans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to go where no media exists, so we went to men’s dreams—a vault of virgin media. To access this unchartered space we created Footy Dreams—a series of branded podcasts to be listened to as men fell sleep. We recorded football’s most entertaining stories, and turned them into podcasts. An infomercial drove men to iTunes, the app store, and a micro-site. They downloaded the dream-casts, listened to them on their iPod while they fell asleep, and dreamed of football heroism and Bundaberg Rum. The desired outcome for Bundaberg was to be considered a brand connected to football.

Explain why the creative execution was relevant to the product or service.

Footy Dreams was relevant to Bundaberg because Bundaberg could not cut through the chaos of sponsored football, and Footy Dreams enabled them to completely sidestep all known media channels and become the only brand that exists in people’s dreams—a vault of virgin media. This is something that no brand, in any arena, has ever done before. And because Footy Dreams gave young men content they loved, and let them dream about the thing they love (football), it formed an exceptionally strong bond between them and Bundaberg in the arena of football.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Footy Dreams infiltrated the dreams of 53,000 young men. The series gave Bundaberg Rum access to over $1m of untapped virgin media, every single night. During the time Footy Dreams ran, Bundaberg’s overall sales increased by 6%. The response of the audience was outstanding—they shared about their new dreams on Facebook and Twitter, YouTube and tumblr. By letting young men become football stars in their dreams (something they hadn’t done since boyhood) Bundaberg tapped into something deep within their audience, formed a very meaningful bond with them, and made Bundaberg the most-loved alcohol brand in the football arena.