ROAD TO RECOVERY

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Case Film

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ClientDIAGEO AUSTRALIA
ProductBUNDABERG RUM
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Type of EntryPR: Integrated Campaign
CategoryC01. Best Integrated Campaign Led by PR
TitleROAD TO RECOVERY
Product/ServiceBUNDABERG RUM
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
PR Agency ONE GREEN BEAN Sydney, AUSTRALIA

The Campaign

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. As Bundy’s most famous resident, our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’ by bringing Bundaberg back into the spotlight, ensuring the bravery of this proud community is never forgotten. We embarked on an ambitious campaign to create Bundaberg’s biggest ever tourism event just 6 weeks after the deluge. The centrepiece of the campaign was 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. All proceeds from the rum would be donated to flood victims. News of this unique release spread throughout our large community of Bundy loyalists. Over 6000 of them made the pilgrimage, creating Bundaberg’s biggest ever tourism event. It injected $2 million into the local economy, raised $1 million for charity, and generated an estimated $1 million in media coverage, with a total media spend of $0

The Brief

With a 125 year history, we are Bundaberg’s most famous resident. It was therefore our duty to speak up for our community and get them back on their feet. Our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’ by bringing Bundaberg back into the spotlight, ensuring the bravery of this proud community is never forgotten.

Results

Over 6000 people made the pilgrimage to the town for the weekend of March 16, swelling the population by 8%. It was the biggest tourism event Bundaberg has ever seen. 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 in the month of Road to Recovery activity – almost 1 in 3 fans. Our Facebook page fan base increased by over 9,000 people. Our social activity reached 2,692,405 unique 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.

Execution

Though we used some traditional media to promote the event, simply making such a big announcement created the biggest impact. The idea of 171 unique bottles sent rum enthusiasts and collectors into a frenzy.

The Situation

Two years ago the state of Queensland was engulfed by a catastrophic flood. On January 26 this year, it was hit by one that 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. With a 125 year history, we are Bundaberg’s most famous resident. It was therefore our duty to speak up for our community and get them back on their feet.

The Strategy

We embarked on an ambitious PR campaign to get people back to Bundaberg, spending money and lifting spirits. Effectively, we were creating Bundaberg’s biggest ever tourism event just 6 weeks after this historic deluge. Question was: how do you turn a disaster zone into a tourist destination? We started by reclaiming all 171 of the flood affected streets by emblazoning each and every one on a relaunch of our rum called Road to Recovery. Every street had its own bottle. It would not be available in stores, it would not be available online. If you wanted a bottle of Road to Recovery, you had to come to our special event at the Distillery in Bundaberg on March 16. In doing so, you would inject vital finds into a local economy decimated by disaster. And you would ensure that the hardships and sacrifices made by this community are never forgotten. All proceeds from the rum would be donated to flood victims. Only Bundaberg Rum had the brand love and fame to make the event happen.

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
Ben Alden/Jason Young Leo Burnett Sydney Designers
A. Chris Moreira Leo Burnett Sydney Art Director
Ben Alden Leo Burnett Sydney Art Director
Mark Schöller Leo Burnett Sydney Copywriter
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