RUM-HI HOUSE
| Title | RUM-HI HOUSE |
| Brand | BACARDI JAPAN |
| Product / Service | BACARDI RUM-HI |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | BBDO JAPAN Tokyo, JAPAN |
| Idea Creation | BBDO JAPAN Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| 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 |
| Tetsushi Kondo | Amana | Producer |
| Tadashi Bise | Tsumugu Brothers | Producer |
| Shou Mashino | Frontier | Producer |
| ENZO | Freelance | Art |
| PILOTS | PILOTS | Coordinator |
The Campaign
We built a house just for people to enjoy an ultimate home drinking experience.
Creative Execution
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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%.
Explain why the method of promotion was most relevant to the product or service
We built a house to host a house party and spread our message, “This house is available for rent!” through SNS, so people were able to rent the house.
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.