Bundaberg Rum is an iconic Australian brand and long-time football sponsor. It needed a highly effective way to leverage its sponsorship that would drive sales and generate mass awareness.

We knew that our target already associated Bundy with footy and good times, so our strategy simply centred around reminding guys in a way they couldn’t ignore and that they could actively become involved with.We created the Bundy Skycouch and gave our target the chance to get onboard. Literally an eight seater couch in the sky, it was hung over the edge of the stadium by a 200 tonne crane. It came complete with fully stocked fridges, some cheerleaders, a pie warmer and the most amazing view of the footy anyone had ever seen.We launched it at the opening game of the season with broadcast support and it's scale and originality ensured huge interest and discussion among our target. A massive success by any measure, it smashed awareness, brand health and sales targets.

The campaign launched at the opening game of the season enabling us to tie in with the broadcast of the game during a live half time segment. This was further supported by on-field grass signage, ensuring maximum exposure.

Literally an eight seater couch in the sky, it was hung over the edge of the stadium by a 200 tonne crane. It came complete with fully stocked fridges, some cheerleaders, a pie warmer and the most amazing view of the footy anyone had ever seen.On the couch itself were the team from cult local TV series "The Footy Show" who filmed a segment to broadcast the following week.The mass exposure ensured huge PR interest and online discussion among our target. The campaign ran to plan for 15 weeks between April and June and was further supported by print, online advertising, social media, direct, in-store POS and packaging.

Skycouch was a massive success by any measure, exceeding all targets.• 14% sales uplift• 37% awareness among our target• Comms Tracking Research revealed the following increases:• Made Bundy more appealing: 36% (from a benchmark of 27%)• More interested in buying: 33% (from a benchmark of 16%)• 98% execution rate• 15% increase in fans on Facebook during the campaign