BWS introduces Thumbassador to 100 Days of Summer

8 December 2020

Creative Agency: M&C Saatchi (NSW)

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The Play Summer platform will come to life across OOH, radio, press and social.

BWS has kicked off its sixth iteration of its biggest sales promo of the year, 100 Days of Summer, as the warmest season kicks off.

The three-month long promotion is packed with great deals over the summer period, with daily giveaways available through the app, BWS on tapp.

“In 2020, I think most of us are wishing that summer would start already, which is why BWS is launching our summer full of great value deals and fun in November," BWS Head of Marketing Vanessa Rowed says.

"We’re hoping to make this the funnest summer ever for our customers, they deserve it."

Returning for a second year is the much anticipated gamified promo within their app - BWS on tapp.

The exciting scratch and win mechanic - where users scratch away ice in a cooler to reveal a prize - gives users a one in three chance to win from the $7 million prize pool.

The prize pool is packed with merch, free products, experiences and discounts.

“The BWS Cooler delivers a rich consumer experience which we know Aussies will love," BWS head of brand and customer experience Ken Russell says.

"It is an integral part of how we invite Australia to “Play Summer” with BWS."

M&C Saatchi has worked with Endeavour X and BWS to bring some fun new features to the Cooler, like brand bucks, which are dollars off products in the app, streaks for swiping 10 days in a row, and special 24 hours Coolers, which are killer prize packs worth $5k for one lucky swiper, available for only 24 hours.

The campaign has built on the equity established with last year's campaign and this year it has been amped up with the theme of 'play summer'.

Woolworths@Dentsu undertook the media strategy and crafted a through the line media ecosystem to bring the Play Summer platform to life.

Dentsu’s Isobar was also engaged to design and develop a series of interactive rich media games which will live through the customer journey.

The Play Summer platform will come to life across OOH, radio, press and social, with the introduction of a bespoke ‘thumb stopping’ social splinter campaign aptly titled the “Thumbassador”.

The Cooler Thumbassdor, will be seen across Facebook and Instagram, capitalising on those channels to really break brand norms and direct our audiences to the cooler promo through alternative and unmissable comms.

"Even though the BWS 100 Days of Summer promo has been around for 6 years, this feels like year two with a true evolution of the 2019 campaign," M&C Saatchi creative director Sharon Edmondston says.

"We took all the best bits from last year and brought a new sharper focus to the app which has been in intense development in the off season. This has opened up opportunities to create tightly honed creative bespoke to channel, resulting in a balance of hard-working retail alongside brand led/brand love creative."

After a challenging year BWS are also inviting Melton in Victoria to Play Summer, by using guerrilla non traditional media to build awareness and engagement with the app.

These placements create playable spaces in real life peppered around the town and playfully lead the residents into the bright and summery local BWS store.

A much needed change of tone for the community after months in lockdown.

Underpinning the Play Summer campaign is a supplier led promotion with deals on beer, wine and spirits, running over three months, with a multi-layered media strategy led by Woolworths@Dentsu.

The media is optimised using first-party data so that BWS can reach people through advertising when it has the best chance to influence their bottle shop of choice.

This will come to life across radio, digital audio, OLV and social.

CREDITS

BWS
Head of Marketing: Vanessa Rowed
Head of Brand and Customer Experience: Ken Russell
Head of Digital and ECommerce: Luke Calavassy
Senior Brand Manager: Sarah Chegwidden
Marketing Coordinator: Rachel Woodbury
Digital Marketing Manager: Malina Yi

Zoo Republic
Strategy Director - Saskia Lo
Creative Director - Ed Nethery
Digital Director - Dan Ries
General Manager - Tamara Yandell
Senior Account Director - Claire Bezuidenhout
Senior Account Manager - Carly Jellyman
Digital Project Manager - Joan O’Halloran
Senior Digital Designer - Alaska Pak / Stephane Srour
Account Manager - Eva Yates / Shona Williams

Woolworths@Dentsu
Group Director: Bianca Falloon
Client & Connections Planning Director: Christian Bendelack
National Head of Strategy: Danni Wright
Strategy Manager: Jack Rothery
Planning Manager: Zac Kelly
Account Executive: Jemma Cairns
Associate: Michael Patti

M&C
Group Head: Vanessa Boueyres
Innovation Lead: Ben Cooper
Senior Account Director: Helene Ioakimidis
Account Manager: Saskia Meagher
Strategy Lead: Vanessa Graham
Chief Creative Officer: Cam Blackley
Executive Creative Director: Avish Gordhan
Executive Creative Director: Mandie van der Merwe
Creative Director: Sharon Edmondston
Senior Copywriter: Janet Evans
Copywriter: Rubini Gun
Art Director: Matt Corcoran
Craft Design: Matt Harrington
Designer: Jack Farrell
Project Manager: Jemma Marriot
Video Production: Resolution Design
Producer: Sarah Cowen

Isobar
Head of Operations: Mel Sultana
Client Partner: Emily Taylor-Delplanque
Account Director: Sam Talbot
Executive Creative Director: Bradley Eldridge
Lead Front End Developer: Derek McKenna
Front End Developer: Marek Suchanski
Senior Designer: Stefan Derewianka

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