The One Show

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2023 One Show - Branded Entertainment

Bundy Mixer

Agency Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Herd MSL / Sydney + National Rugby League

Client Diageo / Bundaberg Rum

Category

Brand Partnerships

Annual ID

OS23_BE090M

About the Work

1 in 8 men think they can win a point off Serena Williams, which exposes a deeply entrenched global issue that many men don't respect the skills of female athletes. Diageo wanted to change that, as part of a global push towards more inclusive portrayal. Their most loved Australian rum brand, Bundaberg Rum (Bundy), was sponsoring the Australian men’s and women’s National Rugby Leagues (NRL & NRLW). The men’s league was thriving but the women’s league needed to grow its fan base and unfortunately, most rugby fans were men with no interest in NRLW. We identified that the women’s stats were just as good as the men’s and knew that NRL fans loved stats. So we created a trojan horse to make them fans of the women’s game without them even realising it. We did it by hijacking the largest global online community for stats-obsessed fans – Fantasy Football – because you can’t argue with stats and stats have no gender. In partnership with the NRL, we created Bundy Mixer – the world’s first mixed gender fantasy competition. Fans could finally pick the best of the best, not just the best of the blokes. We built Bundy Mixer into the official NRL fantasy website and launched it to coincide with the 2022 NRLW season through an integrated social, digital, PR and earned campaign. Each week, fans picked their teams at the Bundy Mixer website, choosing the best performing players, regardless of gender. By studying the women’s stats, NRL fans started respecting the players and watching the game. Bundy Mixer got national news coverage and attracted 13,000+ registered players and over 10 million media impressions. Most importantly, in its first season of many, Bundy Mixer had begun to level the playing field with viewership of the NRLW up by +50% (compared to previous season).

2023 Awards

Total Points: 3

Merit

Credits

Agency

Leo Burnett Australia / Sydney

PR / Marketing Agency

Herd MSL / Sydney

Client / Brand

Diageo Australia / Sydney
National Rugby League

Copywriter

Eric Franken

Creative Director

Marijke Spain
Michelle Walsh

Director

Andrew Seaton

Director of Photography

Matt Samperi

Executive Creative Director

Andy Fergusson

Photographer

Jo Duck

Producer

Nick Mutton

Account Manager

Isobel Ramsay

Assistant brand manager

Isabella Margin

Business Director

Janete Sampaio

Business Manager

Jayde Machell

CEO

Emma Montgomery

Chief Client Officer

Jen Brown

Chief Strategy Director

Catherine King

Connections Strategy Director

Alexandra Nel

Digital Account Manager

Harry Greenwood

General Manager

James Walker-Smith

Group Account Director

Andrew Inman

Lead Integrated Producer

Justine Dooner

Marketing director

Andy Oughton

Marketing manager

Jodi McLeod

Partnerships Manager

Emily Costello

Senior Account Executive

Michael Millimaci

Senior Business Director

Prudence Purnell

Senior Strategy Director

Abigail Dubin-Rhodin

Social & Content Lead

Irnin Khan

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