| Title | THE MAGNIFICENT MIXING BOOTH |
| Brand | DIAGEO AUSTRALIA |
| Product / Service | BUNDABERG RUM |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Tim Green | Leo Burnett Sydney | Creative Director |
| Gary Dawson | Leo Burnett Sydney | Copywriter |
| Paul Sharp | Leo Burnett Sydney | Art Director |
| James Hackett | Hackett Films | Director |
| Peter Kearney | Hackett Films | Producer |
| Margot Fitzpatrick | Leo Burnett Sydney | Producer |
| Angus Forbes | Leo Burnett Sydney | Editor/Motion Graphics |
| Activate Media Events | Production Company | |
| Jolon Cooke | Producer | |
| Robin Walters | Curious Films | Live Action Director |
| Dee Molineaux | Designer | |
| Tony Moss | Designer | |
| Peter Bosilkovski | Leo Burnett Sydney | Head Of Client Service |
| Jodi Mcleod | Leo Burnett Sydney | Account Director |
| Sam Mcleod | Leo Burnett Sydney | Account Director |
The Magnificent Mixing Booth continues to appear at the Top Shelf Sessions all over Australia, putting the Bundaberg brand in front of ten's of thousands of people in a new way for at least 3 hours at a time. 80% of those reached are within the target audience - an audience nearly impossible to engage with traditional media. In fact, our target themselves have been passing on our message directly though social media. The best measure of response is seen as takings at the bar Average on-premise sales of Bundaberg Rum have risen by 20-25%.
We began engaging our target by inviting them through street and online press to a series of experiential nights called the Bundaberg Top Shelf Sessions across the country. The nights revolved around 'The Magnificent Mixing Booth' where L. F Nott appeared as the holographic VJ and master in the art of mixing both music and drinks. He interacted with drinkers, live performers, large video screens and DJs. All this was combined with cocktail experts behind the bar, ready to serve our target drinks mixed with Bundaberg Rum. Our audience then spread the word for us with social media.
Australia was experiencing a mixed drink revolution, but Bundaberg Rum was still seen as a drink you only mixed with cola and ice. We needed to reposition it as the ultimate mixer by reaching out to a wider, younger, audience (often blind to traditional advertising), and engaging them in a new way. As Bundaberg Rum was seen as tired and only to be mixed with cola, we wanted to get noticed by a new generation. A generation blind to traditional advertising. So we created an on-premise engagement that became part of people's night out. We mixed Bundy seamlessly into the music, drinks and lives of new drinkers. A direct engagement that took Bundaberg Rum into new territory, putting it in front of young audiences for hours at a time. Not just an ad on the wall, it was branding that became relevant right when they were buying their next drink.