ROAD TO RECOVERY

Bronze Spike

Case Film

Presentation Board

TitleROAD TO RECOVERY
ClientDIAGEO AUSTRALIA
Product / ServiceBUNDABERG RUM
CategoryB02. Consumer Products
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Media Agency IKON COMMUNICATIONS Sydney, AUSTRALIA

Results and Effectiveness

An estimated $2.5 million was pumped into the struggling local economy. The rum completely sold out, raising $300,00 for charity. Nearly $1 million in PR was generated, with 169 media pieces. The total reach exceeded 7 and a half million people. Online, our first Facebook Road to Recovery post engaged an amazing 13% of our entire population and 268,130 unique uses engaged - almost 1 in 3 fans. Our Facebook page fan base increased by over 9,000 people. Our social activity reached 2,692,405 people with in excess of 20.9 million impressions. 1,037,470 people were reached as a result of their friends interaction with our Facebook activity.

Creative Execution

We embarked on an ambitious campaign to create Bundaberg’s biggest ever tourism event just 6 weeks after its biggest ever flood. The centrepiece of the campaign was a relaunch of our rum. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them. But these unique bottles would only be made available from the Bundaberg Distillery on the weekend of March 16, forcing rum enthusiasts to make the journey and give our town a shot in the arm. All proceeds from the rum would be donated to flood victims. Bundaberg’s previous biggest tourism campaign consisted of a localised billboard campaign. Promotion of the Road to Recovery event rolled out across the nation in TV, press, radio, digital, out of home, promotional activity, DM and PR. All of it conceived, produced and run in the space of 6 intense weeks between the flood and the big event.

Insights, Strategy and the Idea

Two years ago the state of Queensland was engulfed by a catastrophic flood, covering an area the size of France. On January 26 this year, it was hit by another. This one punished a much smaller area, but it was even more ferocious. For the town of Bundaberg, it was the worst in history. The plight of Bundaberg led news bulletins around the country, but before long, the media, and a flood fatigued nation, moved on and the plight of the small town was forgotten. Our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’ in the broader population, ensuring the bravery of this proud community is never forgotten.

Credits

Name Company Position
Bryan Wilmot Leo Burnett Sydney Social Media
Blazze Laser Embellishing Blazze Laser Embellishing Laser Embellishing
Christopher Ireland Pool Photographer
Mathieu Dauner Leo Burnett Sydney Planner
Sam Mcgown/Holly Matchett Leo Burnett Sydney Account Director/Manager
Peter Bosilkovski Leo Burnett Sydney Client Service Director
Jeremy Devilliers/Adrian Jung/Ronald Regis/Michelle Browne Leo Burnett Sydney Print Producer
Rita Gagliardi/Zoe Paulsen Leo Burnett Sydney Tv Producers
Ed Copestick Leo Burnett Sydney Editor
Patrick Fileti Leo Burnett Sydney Director
Mark Schoeller Leo Burnett Sydney Copywriter
Ben Alden/Jason Young Leo Burnett Sydney Designers
A. Chris Moreira Leo Burnett Sydney Art Director
Ben Alden Leo Burnett Sydney Art Director
Michael Dawson Leo Burnett Sydney Copywriter
Vince Lagana Leo Burnett Sydney Creative Director
Grant Mcaloon Leo Burnett Sydney Creative Director
Andy Dilallo Leo Burnett Sydney Chief Creative Officer