Summer starts early at BWS

7 November 2019

Creative Agency: M&C Saatchi (NSW)

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The campaign, created by M&C Saatchi, is the liquor retailer's biggest summer campaign to date.

Australian liquor retailer BWS has unveiled its biggest summer campaign to date, rewarding customers with great deals and more than $30 million in prizes via BWS on tApp.

The 100 Days of Summer campaign, designed to make this summer the most convenient yet, began by starting summer a whole month early with deals, prizes and an influencer teaser campaign.

“BWS goes to great lengths to source products and deals Aussies will love, if that means moving the seasons, then so be it!" BWS head of marketing Vanessa Rowed says.

"We’re committed to making this the most convenient summer ever and 100 Days of Summer does exactly that – both in and out of store.”

M&C Saatchi has worked with BWS to give the campaign a fresh twist in store, with cheeky visuals that deliver an instant summer hit via humorous illustrations and copy.

M&C Saatchi helped BWS create one of the most exciting Liquor Apps to hit Australia, featuring brand-new gamification technology for the BWS on tAPP mobile app.

Further developed by the internal BWS team and Sydney based communications Agency, The Zoo Republic, the BWS Cooler allows customers to ‘crack open’ a deal daily, which includes $30m in BWS prizes and money-can’t-buy experiences.

Woolworths@DAN has created a media strategy that takes a deep-dive into the mindsets, habits and purchase behaviours of their Aussie customers to deliver the best Summer experience yet.

The campaign will go to market across multiple channels previously unexplored by the brand at a large, national scale.

Via Frank, the brand partnered with iconic beach brand Budgy Smugglers, to create a limited-edition range of men’s and women’s togs.

Ahead of launch weekend, the agency engaged multiple influencers, including MAF’s Ryan Gallagher, to fool their followers into believing that summer was coming early.

Each influencer revealed the ‘hoax’ in-store, in their swimmers, alongside promotional models.

“This campaign gets more audacious year on year and 2019 is the biggest, boldest and brightest ever," M&C Saatchi creative director Sharon Edmondston says.

"The launch of BWS on tAPP has opened up the opportunity to truly integrate this year's campaign through the line so Aussies will be enjoying that unmistakably summer feeling in stores, on the streets and in the palm of their hands (even though it's not technically summer yet).”

The campaign will be rolled out to all 1,340 BWS stores across the country over the next three months.

100 Days of Summer follows last month’s The World’s Biggest Beer Run, which saw the retailer visit six countries across three continents to source the World’s Rarest Six Pack.

BWS
Vanessa Rowed - Head of Marketing
Ken Russell - Head of Marketing: Customer Experience, Brand & Convenience
Travis Tompsett – Senior Brand Manager
Alisha Thornley – Brand Manager
Malina Yi – Brand Manager
Rachel Woodbury - Marketing Coordinator

M&C Saatchi Creatives
Cam Blackley - Chief Creative Officer
Avish Gordhan - Executive Creative Director
Mandie van der Merwe - Executive Creative Director
Sharon Edmondston - Creative Director
Tom Bradbeer - Copywriter
Laura Brown - Art Director

M&C Saatchi Strategy
Cat Mellon - Group Strategy Director
M&C Saatchi Account Management
Vanessa Boueyres - Group Head
Monika Holtsbaum - Senior Account Director
Krystina Batt - Account Manager
Vanessa Millemaggi - Project Director

M&C Saatchi Design and Production
Vi Trinh - Designer
James Jamias - Design Director
James Nielsen - Senior Designer
Lynton Peddie - Craft Designer
Dave Kirk - Senior Designer
Richard Hughes - Senior Retoucher
Jean Pierre Le Roux - Illustrator represented by Jacky Winter Group
Nancy Kellendonk - Producer
Angela Byrnes - Senior Integrated Producer

Woolworths@DAN - Media
Bianca Falloon - Group Business Director
Christian Bendelack - Client Director
Danni Wright – National Head of Strategy
Jack Rothery - Strategy Manager
Zac Kelly - Ecosystem Planning Manager
Amanda Nguyen - Account Executive
Maria Kosteska - Account Executive
Jemma Cairns - Account Coordinator

Frank - PR
Laura Jones - Managing Director
Jodie Susskind - Account Director
Lucy Clark - Account Manager
Bella Chan - Junior Account Executive

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