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Bundy Mixer
Agency Leo Burnett Australia / Sydney + Diageo Australia / Sydney + Foundation / Sydney + Herd MSL / Sydney
Category
Brand Partnerships
Annual ID
OS23_DM027S
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).
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: 21
Silver Pencil
Credits
Agency
Leo Burnett Australia / Sydney
PR / Marketing Agency
Herd MSL / Sydney
Client / Brand
Diageo Australia / Sydney
Media Distribution Company
Foundation / Sydney
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 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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