The NRL was looking for ways to add value to their sponsorship packages by providing additional opportunities for brands to better engage with the NRL audience. For the first time in NRL history, Round 8 became the NRL Magic Round where all eight games were played over four days in the one venue, Suncorp Stadium. As a long-term NRL sponsor, Bundaberg Rum were looking to promote their ready-to-drink product offering, Bundy Lazy Bear.

We developed an experience that brought to life the Bundy Lazy Bear above-the-line campaign. We took over two sections of the grandstand to create the Bundy Lazy Bear Bay and gave our guests the ultimate match-day experience. We transformed two sections of the grandstand into a tropical oasis - the Bundy Lazy Bear Bay - The ingredients were hammocks to replace plastic seats, a great view of the game, a personalised space for groups of mates, food and Lazy Bear delivered to the hammock – allowing them to experience the relaxed Lazy Bear atmosphere associated with the brand.

An experience that was picked up and extended to broadcast viewers which saw 3.811 million TV viewers exposed to the activation. 135,000 spectators witnessed the live event over the course of the 4 days. Total audience across the NRL’s digital network was over 3 million. Radio – MMM reported the activation in the pre-game call across New South Wales and Queensland, reaching an audience of over 30,000 people.