Bundaberg Promo THINK TANK by Leo Burnett Sydney

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THINK TANK

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Industry Rum
Media Promo & PR
Market Australia
Agency Leo Burnett Sydney
Director Robin Walters
Executive Creative Director Andy Dilallo
Art Director Dan Oliva
Copywriter Rob Kleckner, Rupert Taylor
Designer David Mugford
Released April 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: DIAGEO
Product/Service: RUM
Agency: LEO BURNETT SYDNEY
Date of First Appearance: Apr 18 2011
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Entry URL: http://thanksforclicking.com.au/think-tank
Executive Creative Director: Andy DiLallo (Leo Burnett)
Art Director/Creative Director: Tim Green (Leo Burnett)
Copywriter: Rupert Taylor (Leo Burnett)
Art Director/Digital Creative Director: Kieran Ots (Leo Burnett)
Copywriter: Rob Kleckner (Leo Burnett)
Art Director: Dan Oliva (Leo Burnett)
Head of Client Service: Peter Bosilkovski (Leo Burnett)
Account Director: Jodi McLeod (Leo Burnett)
Snr Business Manager: Sam McGownCaroline Heslop (Leo Burnett)
Agency Producer: Tim Denton (Leo Burnett)
Director: Robin Walters (Curious)
Planner: Warwick Heathwood (Leo Burnett)
Producers: Tara Riddell/Peter Grasse (Curious)
Director Of Photography: Daniel Ardilley
Digital Producer: Adrian Gunadi (Leo Burnett)
Developer: Kevin Brown/William Parry (Leo Burnett)
Designer: David Mugford (Leo Burnett)
Edit House: Guillotine
Post Production: Cutting Edge
Music: Song Zu
Media placement: TV - National TV Australia - 29th April 2011
Media placement: Banners - Internet - 19th April 2011
Media placement: EDM - Internet - 19th April 2011
Media placement: Webisodes - Internet - 18th April 2011
Media placement: YouTube - YouTube - 19th April 2011
Media placement: Facebook Apps - Facebook - 19th April 2011
Media placement: Facebook Advertising - Facebook - 19th April 2011

Describe the objective of the promotion.
Bundaberg Rum is a brand with a history of ingenious thinking – the rum was created in 1888 as an ingenious solution to a molasses surplus. But in recent years young men had come to see the brand as unintelligent. They had grown up seeing Bundy as a very ‘Aussie’ brand much loved by their fathers and older brothers, but to them it was lowbrow. Our objective was to re-establish Bundaberg Rum as a brand that stood for ingenious thinking, and re-connect with a younger, more intelligent audience.

Describe how the promotion developed from concept to implementation.
Our idea was The Think Tank – a Facebook application where people submit their most bothersome conundrums, which are transformed into ingenious solutions and then filmed. To launch Think Tank we created a film featuring Bundaberg’s founding Sugar Miller. He asked people to join the Think Tank and submit their conundrums. People went to our page and gave us their conundrums. We then chose the most heinous conundrums and asked the members to solve them. They sent us their solutions. The most ingenious solutions were chosen and turned into films.

Explain why the method of promotion was most relevant to the product or service.
Think Tank was relevant to Bundaberg because it created a community of thousands who act out Bundaberg’s ingenious brand purpose on a regular basis. The Think Tank promotion gave consumers something of real value, something inextricably linked to Bundaberg Rum, which they continue to embrace. With the liking and sharing of conundrums, solutions and films, Facebook turned consumers into Bundaberg brand advocates, who spread the brand message of ingeniousness far and wide.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Think Tank is an active, ongoing platform. To date there are 120,000 people in our community.
220,000 likes.
0 unlikes.
2,230,000 people watched our films.
Traffic to Think Tank 300% above benchmark.
Page referrals 350% above benchmark.
84% of visitors first time visitors.
44% consumption growth since campaign launch.