The arrival of summer 2020 also means the beginning of the 6th 100 Days of Summer from BWS, its biggest sales promo of the year. For the second year in a row, it is also the return of BWS on tap, the gamified promo within its app.

The scratch and win promo allows users to scratch away ice in a cooler to reveal a prize, a 1 in 3 chance to win from the $7m 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. It is an integral part of how we invite Australia to Play Summer with BWS,” stated Ken Russell, head of brand and customer experience at BWS.

M&C Saatchi worked with Endeavour X and BWS to bring some fun new features to the Cooler – 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. This year, the theme of play summer enhances the fun after what has been a dreary 2020.

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 play out across OOH, radio, press and social, with the introduction of a “thumb-stopping” social splinter campaign aptly titled the Thumbassador. The Cooler Thumbassdor will be seen across Facebook and Instagram to break brand norms and direct audiences to the cooler promo through alternative and unmissable comms.

Sharon Edmondston, creative director, M&C Saatchi, commented, “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. 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 is 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 lead the residents into the bright and summery local BWS store. A much-needed change of tone for the community after months in lock-down.

Underpinning the Play Summer campaign is a supplier led promotion with deals on beer, wine and spirits, running over 3 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 run across radio, digital audio, OLV and social.

“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. We’re hoping to make this the funnest summer ever for our customers, they deserve it,” stated BWS head of marketing, Vanessa Rowed.

Credits

Digital Agency: 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 Designers: Alaska Pak & Stephane Srour
Account Managers: Eva Yates & Shona Williams

Creative Agency: 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 Directors: Avish Gordhan & 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

Production Agency: 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
Media: Woolworths@Dentsu

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