Previous research indicated Bundaberg 'advocates' respond well to mailed communication. For recruitment, we created a die-cut Bundaberg Rum bottle-shaped pack. It featured an image of a BR keyring, which could be redeemed as a 'thank you for responding'. Next, we rewarded qualified participants, and created a DM pack featuring the new Distiller's No. 3 product. As an ongoing reminder of the brand's launch, we offered respondents a hip flask with the product's logo laser engraved on the front. Recipients of either mailpack could redeem their gift, by simply entering their details and a unique code online.

The results to date have been extraordinary. The recruitment campaign achieved a staggering 31% response, as well as achieving 30% of the annual recruitment target within the first month. For the subsequent reward mailing, we achieved an amazing 58% response, beating our objective by 291%. Unsolicited comments hinted at true customer advocacy: "I would really like to thank you for the hip flask that was sent to me…it arrived yesterday morning, the day of my 24th birthday. It made my day - thank you for your part in making my birthday special."