Bundaberg DM THE MAGNIFICENT MIXING BOOTH by Leo Burnett Sydney

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THE MAGNIFICENT MIXING BOOTH

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Industry Rum
Media Direct marketing
Market Australia
Agency Leo Burnett Sydney
Director James Hackett
Creative Director Tim Green
Art Director Paul Sharp
Copywriter Gary Dawson
Designer Dee Molineaux, Tony Moss
Producer Jolon Cooke, Peter Kearney - Sweet Shop
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)
Copywriter: Gary Dawson (Leo Burnett Sydney)
Art Director: Paul Sharp (Leo Burnett Sydney)
Animation: Hackett Films (Hackett Films)
Director: James Hackett (Hackett Films)
Producer: Peter Kearney (Hackett Films)
Agency Producer: Margot Fitzpatrick (Leo Burnett Sydney)
Editor/Motion Graphics: Angus Forbes (Leo Burnett Sydney)
Group Account Director: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Jodi McLeod
Account Director: Sam McGown (Leo Burnett Sydney)
Production Company: Activate Media Events (Activate Media Events)
Producer: Jolon Cooke
Live Action Director: Robin Walters (Curious Films)
Designer: Dee Molineaux
Designer: Tony Moss
Media placement: Booth - Pubs - 5/4/12

Describe the brief/objective of the direct campaign.
Australia was experiencing a mixed drink revolution, but Bundaberg Rum was still seen as a drink you only mixed with cola and ice. We needed to reposition it as the ultimate mixer by reaching out to a wider, younger, audience (often blind to traditional advertising), and engaging them in a new way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through street and online press, we invited our audience to a series of experiential nights called the Bundaberg Top Shelf Sessions. The nights revolved around ‘The Magnificent Mixing Booth’ where one of the brand’s founding fathers appeared as a holographic VJ and master in the art of mixing, be it music or drinks. He interacted with drinkers, live performers, large video screens and DJs. All this was combined with cocktail experts behind the bar, ready to mix with Bundaberg Rum. It was envisaged response rates would be quantified at the bar.

Explain why the creative execution was relevant to the product or service.
As Bundaberg Rum was seen as tired and only to be mixed with cola, we aimed to get noticed by a new generation (blind to traditional advertising), by creating an on-premise engagement that became part of people’s night out. We mixed Bundy seamlessly into the music, drinks and lives of new drinkers. A direct engagement cocktail that took Bundaberg Rum into new territory and put it in front of young audiences for hours at a time. Not just an ad on the wall, it was branding that became relevant right when they were buying their next drink and to their whole night out.

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.
The Magnificent Mixing Booth continues to appear at the Top Shelf Sessions all over Australia, putting the Bundaberg brand in front of tens of thousands of people in a new way for at least 3 hours at a time. 80% of those reached are within the target audience - an audience nearly impossible to engage with traditional media. In fact, our target themselves have been passing on our message directly though social media. The best measure of response is seen as takings at the bar – average on-premise sales of Bundaberg Rum have risen by 20-25%.