Direct > Use of Direct

RUM-HI HOUSE

BBDO JAPAN, Tokyo / BACARDI / 2016

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Overview

Credits

OVERVIEW

Idea

We built a house just for people to enjoy an ultimate home drinking experience.

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.

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%.

Relevancy

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.

Strategy

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.

Background

In April 2016, Bacardi Japan launched new Rum Highball in cans for people to enjoy at home – the “Untameable”party spirit that’s perfect for parties. But typical Japanese houses are too small, too tight and walls are too thin. These houses are unfit for Bacardi’s “Untameable” party spirit.

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