Title | THINK TANK - ROUND THE WORLD |
Brand | DIAGEO AUSTRALIA |
Product / Service | BUNDABERG RUM |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
Sales Promotion/Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andy DiLallo | Leo Burnett Sydney | Executive Creative Director |
Tim Green | Leo Burnett Sydney | Art Director/Creative Director |
Rupert Taylor | Leo Burnett Sydney | Copy Writer |
Kieran Ots | Leo Burnett Sydney | Art Director/Digital CD |
Rob Kleckner | Leo Burnett Sydney | Copywriter |
Dan Oliva | Leo Burnett Sydney | Art Director |
Peter Bosilkovski | Leo Burnett Sydney | Head of Client Service |
Jodi McLeod | Leo Burnett Sydney | Account Director |
Sam McGown | Leo Burnett Sydney | Snr Business Manager |
Tim Denton | Leo Burnett Sydney | Producer |
Robin Walters | Curious | Director |
Warwick Heathwood | Leo Burnett Sydney | Planner |
Tara Riddell/Peter Grasse | Curious | Producers |
Daniel Ardilley | DOP | |
Adrian Gunadi | Leo Burnett Sydney | Digital Producer |
Kevin Brown/William Parry | Leo Burnett Sydney | Developer |
David Mugford | Leo Burnett Sydney | Designer |
Guillotine | Edit House | |
Cutting Edge | Post Production | |
Song Zu | Music |
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 – 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 was chosen and turned into films.
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
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.