|Product / Service||BACARDI RUM-HI|
|Category||B05. Use of Ambient Media: Large Scale|
|Entrant||BBDO JAPAN Tokyo, JAPAN|
|Idea Creation||BBDO JAPAN Tokyo, JAPAN|
|Masaki Honda||BBDO Japan||Executive Creative Director|
|Yoshihisa Ogata||I&S BBDO inc.e||Executive Creative Director|
|Takenori Hashimoto||BBDO Japan||Creative Director|
|Tshuyoshi Oyama||BBDO Japan||Art Director|
|Shuichi Narita||BBDO Japan||Art Director|
|Tadashi Bise||Tsumugu Brothers||Producer|
We built a house just for people to enjoy an ultimate home drinking experience.
We spread our message “This house is available for rent!" on billboards, digital signages, on trains, and even on display at local real estate firms. To party at the house, people were simply asked to post a comment or tweet that they wanted to rent our Bacardi Rum-Hi house.
More than 260 groups (estimated 10,400 people) applied to our campaign. Media impressions were 435,000,000. Our film had 9,500,000 views. The sales of Bacardi increased +28%.
We built a house to host a house party and promoted the house with the message “This house is available for rent!”, inviting many people to the brand experience.
We researched Japanese partygoers and equipped the house with a dance floor, a DJ booth,a bar counter, toys and costumes, and even a custom foam bath.