The integrated campaign created by Leo Burnett offered Australians a unique opportunity to blend two iconic legends together. By merging two Bundaberg cans, users could create animated mash-ups featuring their country's greatest heroes. The campaign aimed to engage consumers and tap into their creativity while promoting the Bundaberg brand.
OBJECTIVE
With over 125 years of history, Bundaberg Rum is an Australian legend. And the Rum & Cola can is a staple of any Aussie get together. But in 2015, it had become a bit stale. Younger drinkers were reaching for their competitors' cans. This illustrious bit of aluminium was in need of facelift.
EXECUTION
Leo Burnett decided to pay tribute to some of their fellow Aussie legends, by handing over their most revered realestate - relaunching their legendary can. We called it "Cheers to o legend.
11 legends were chosen & their face was emblazoned on a can. Or rather, two cans. Aussies were asked to cheers those cans to complete a face. Scan it using the Bundaberg app & you’re instantly delivered the tale of that legend’s life. But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends, such as Magda Cash, a Wimbledon-winning comedienne, Banjo Bradbury, a speed-skating bush poet or Pat Kelly, a bank-robbing racehorse. In total there were 121 possible legends, each with their own unique story.
Having utilized our packaging as a new channel for communication with consumers, the only way the content could be activated was via our mobile app. Mobile allowed to get right to the heart of the drinking occasion, wherever that might be. And if you wanted to get more of the content…the only way was to buy more cans - so you could make more combinations.
To facilitate this interactive experience, Bundaberg developed a dedicated app and MediaMonks played a crucial role in its development. As the digital production company responsible for the project, MediaMonks handled all aspects of art and animations, ensuring that the visuals were captivating and aligned with the campaign's objectives. They also played a pivotal role in creating the app itself, providing the technical expertise necessary to bring the campaign to life.
Through this campaign, Leo Burnett and MediaMonks successfully combined the power of animation, creativity, and brand promotion. By encouraging consumers to participate and create their own unique mash-ups of Australian Legends, the campaign not only entertained but also fostered a sense of connection and pride among Australians. The collaboration between Leo Burnett and MediaMonks resulted in a memorable and engaging campaign that showcased the innovative use of technology and storytelling to capture the imagination of the target audience.
In the summer lead-up to Australia Day, the campaign was promoted through outdoor, TV, PR, social, digital, native content as well as by the legends themselves. The campaign saw Bundy & Cola reclaim its rightful place as a cultural icon. It created 171m media impressions and a 10% sales lift, placing Australia’s oldest premixed drink firmly in the top 3 in sales. The production run extended to a total of 24.6 million cans – a run that will soon be completely sold out. And the campaign allowed every Aussie to add their own strange chapter to our national folklore. Cheers to that.
