From prize specific research we knew that guys never want to be singled out, and that experience based prizes must include their mates.

So we created the Bundy Skycouch and gave our target the chance to get onboard with their mates. 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.

Bundaberg Rum’s most successful national promotion ever, by any measure.• 14% sales uplift, exceeding 10% target.• 37% awareness among target, exceeding 20% 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, exceeding 90% target.•72,589 entries, a record for the brand.• 15% increase in fans on Facebook during the campaign.