The Brief

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.

Creative Execution

The Think Tank is an application that lives on the Bundaberg Rum facebook page. To launch Think Tank we created a film that 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 was chosen and turned into films. The Think Tank is relevant to Bundaberg as it allows consumers to act out the Bundaberg brand purpose on a regular basis, and through liking and sharing it turns the members into Bundaberg brand advocates.

Describe the creative solution to the brief/objective.

Our solution was The Think Tank – an online platform where people could submit their most bothersome conundrums, which would be transformed into ingenious solutions and then filmed. Our desired outcome was to create a community of people acting ingeniously, and in a way that was inextricably linked to Bundaberg Rum.

Results

The Think Tank is an active, ongoing platform. To date there are 120,000 people in our community 12,000 conundrums submitted so far 6,000 solutions submitted so far 6,000 likes 1,230,000 people watched our films Bundaberg Rum sales increased by 25% since Think Tank went live