POTTERY by Leo Burnett Sydney for Bundaberg

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POTTERY

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Industry Rum
Media Promo & PR
Market Australia
Agency Leo Burnett Sydney
Creative Group Head Michael Canning
Executive Creative Director Jay Benjamin, Andy Dilallo
Art Director Kieran Antill
Released April 2010

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: DIAGEO AUSTRALIA
Product/Service: BUNDABERG RUM
Agency: LEO BURNETT
Date of First Appearance: Apr 28 2010 12:00AM
Entrant Company: LEO BURNETT , Sydney, AUSTRALIA
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Executive Creative Director: Jay Benjamin (Leo Burnett Sydney)
Creative Group Head: Michael Canning (Leo Burnett Sydney)
Art Director: Kieran Antill (Leo Burnett Sydney)
Media placement: Radio X 4 - 4CBA - 28th April 09

Describe the objective of the promotion.
The goal of the campaign was to drive brand awareness, and ultimately, sales of Bundaberg Rum during Friday Night Football games, which are popular to watch on television.

Describe how the promotion developed from concept to implementation
Watching Friday night football games on television is popular in Australia. There is a famous song used to promote the upcoming game, called ‘Friday Night’s a Great Night for Football’. Our brief was to promote Bundaberg Rum as a sponsor of Friday Night Football telecasts. To do this, we created our own versions of the ‘Friday Night’s a Great Night for Football’ song. This didn’t just link Bundaberg Rum with Friday Night Football, it had people singing along to our versions of the song instead, using the power of promotion to get the brand picked up within popular culture.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Bundaberg Rum ‘Friday Night Football’ songs have been successful in what we targeted as the ultimate goal for the brand – To achieve a place within the culture of Friday night football. After launching in April 2010, the promotion has already generated widespread conversation amongst the target market.

Explain why the method of promotion was most relevant to the product or service
To expand Bundaberg Rum’s market, the promotion was designed to encourage a shift in behaviour of the male target market from associating beer with Friday night football, to associating Bundaberg Rum with Friday night football. To do this with maximum effectiveness, we needed a promotion to get Bundaberg Rum picked up within the culture of Friday Night Football. Using the famous ‘Friday Night’s a Great Night for Football’ song and making it our own was the perfect way to promote Bundaberg Rum as part of the culture of the event.