Results and Effectiveness

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

Creative Execution

The Think Tank is an application that lives on the Bundaberg Rum facebook page. 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 was chosen and turned into films. By participating in the content (liking, commenting and sharing) the members of the Think Tank became advocates of the brand, spreading Bundaberg’s message of ingeniousness far and wide.

Insights, Strategy and the Idea

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. Our idea 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.