Bundaberg Promo, Case study DISTILLATORIUM by Leo Burnett Sydney, Trigger

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DISTILLATORIUM

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Industry Rum
Media Promo & PR, Case study
Market Australia
Agency Leo Burnett Sydney
Art Director Tim Green
Copywriter Rupert Taylor
Editor Patrick Fileti
Agency Trigger
Released June 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: DIAGEO AUSTRALIA
Product/Service: BUNDABERG RUM
Agency: LEO BURNETT SYDNEY
Agency: TRIGGER MARKETING
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Founder And Director: Narelle Bruhn (Trigger Marketing)
Creative Director: Tim Green (Leo Burnett Sydney)
Art Director: Tim Green (Leo Burnett Sydney)
Copywriter: Rupert Taylor (Leo Burnett Sydney)
Group Account Director: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Sam Mcgown (Leo Burnett Sydney)
Editor: Patrick Fileti (Leo Burnett Sydney)
Media placement: Mobile Truck Event - Australia - 28th June 2011

Summary of the Campaign
Bundaberg Rum has always formed meaningful connections with consumers, by taking them to the brand’s heart in the form of distillery tours. But in 2011 Bundaberg was hit by disastrous floods that left the distillery underwater. The floods, combined with the distillery’s remote location, meant visitors were in decline, and the brand was in trouble. The objective of the campaign was to re-establish a connection between consumers and the heart of Bundaberg Rum.

If Australia couldn’t go to Bundaberg, then our solution was to take Bundaberg’s heart to Australia; so we created The Distillatorium, an innovative mobile experience that travels the country in an 18-wheeler truck. When it arrives at its destination, a hydraulic system transforms the truck into The Distillatorium, a museum/house of entertainment that takes people into Bundaberg’s past, and its future.

Since the Distillatorium has been on the road, thousands of people have experienced it. It stirs up a storm of press everywhere it goes. Bundaberg Rum has become the fastest growing dark spirit in Australia. And the heart of Bundaberg Rum has been firmly planted in the hearts of local communities all over Australia.

The Situation
Bundaberg Rum has always formed meaningful connections with consumers through their popular distillery tours. But in 2011, Bundaberg’s home state of Queensland was hit but the worst floods the nation has seen in 25 years. The floods left the Bundaberg Distillery underwater. This, combined with the distillery’s remote location, meant the numbers of visitors dropped off severely. Without this way for people to connect to the heart of Bundaberg, the brand was in trouble.

The Goal

The goal of the campaign was to educate people on Bundaberg’s heritage in an entertaining way. And to form a connection between the heart of the Bundaberg brand, and the heart of Australia.

The target audience was 18-45-year-old males and females, who both had and hadn’t drunk Bundaberg. Most of these people had grown up with the Bundaberg brand.


Research was undertaken around Bundaberg Rum’s heritage. The results of the research showed that consumers did not know a lot about Bundaberg’s past, and therefore did not have a strong connection with the brand. The research also showed that while they would like to visit the distillery, they felt it was too far away and that the area was still recovering from flood damage.

The Strategy
Bundaberg Rum has always formed meaningful connections with consumers through tours of their distillery. In 2011 Bundaberg was hit by disastrous floods that left the distillery underwater. The floods, combined with the distillery’s remote location, meant visitors were in decline, and the brand was in trouble. The objective of the campaign was to form a bond between consumers and Bundy’s origins. The target audience was drawn from new and existing customers.

The campaign strategy was create a connection between the heart of Bundaberg Rum and the heart of Australia.

Execution
If Australia couldn’t come to the distillery, we’d take the distillery to Australia. To do this we created The Distillatorium. This innovative mobile experience travels the country in an 18-wheeler truck. When it arrives at its destination, a hydraulic system transforms the truck into The Distillatorium, a museum/house of entertainment that takes people into Bundaberg’s past, and its future. Once inside, crowds view unique content, an antique tasting room, a library of curiosities, interactive timeline, and full service bar. The Distillatorium is on the road 365 days of the year, stopping at towns, cities, remote communities, music festivals, road shows and local events.

Documented Results
The Distillatorium is the first innovative mobile experience of this scale in Australia. Never before has a company attempted to take their factory into the hearts of local communities. By taking the distillery on an endless tour of Australia, The Distillatorium let people experience the distillery and engage with Bundy’s heritage in an entertaining way, without going anywhere. After 6 months on the road, the Distillatorium has visited 22 locations. Thousands have experienced the Distillatorium and it helped Bundy’s facebook community reach 110,000. Wherever the Distillatorium goes, national and local media follow — newspapers, magazines and local networks have run hundreds of articles. Since launch Bundaberg has become the fastest growing dark spirit in Australia. The Distillatorium has created countless Rumbassadors - devoted fan bases spreading the word of Bundy in their community - which means the heart of Bundy is now firmly planted in the hearts of local communities all over Australia.