A campaign about a retailer offering ultra-fast delivery. How exciting can that be? In the hands of M&C Saatchi it has become a must-watch (again and again) re-working of the legend of King Arthur and the sword in the stone. The creative idea is built around the insight that if you’re not using BWS’s convenience, you might as well be living in the dark ages. The execution of that idea is a whole lotta fun. The full-length spot, timed to launched during The State of Origin, is supported by a 15-second and a 6-second features post and was preceded by a 30-second TVC that launched earlier in the year.
“B.C. (Before Convenience) is a super simple creative platform that can transport us anywhere in history to dramatise how inconvenient life was before BWS conveniences. To kick it off in medieval times with Tony Rogers and the Guilty team was an absolute joy – and it shows on screen,” stated Sharon Edmondston, creative director at M&C Saatchi Sydney.
The campaign promotes BWS’ promise of one-hour delivery and 30-minute pick up. The retailer is so confident in its offering, the delivery capability is cemented by a guarantee, that if it doesn’t deliver your drinks within the hour, the next delivery is free.
Carat was in charge of media, crafting an approach based on Dentsu global research titled the Attention Economy. The media plan, therefore, came to life through a Channel 9 broadcast sponsorship of the NRL including the State of Origin and Finals series. Underpinning this was BVOD buys which aired within the season release of The Handmaid’s Tale and the current run of Big Brother, along with buys across YouTube and Facebook.
“We try hard to make BWS the most convenient place to buy drinks, which is why we are introducing a guarantee so customers can count on us for getting speedy delivery. If you’re not ordering your drinks through BWS, you may as well be living in the dark ages,” stated BWS head of marketing, Anna Webster.
The full-length spot is running on Tv, social and digital. The 15- and 6- videos across Facebook, YouTube, BVOD and other premium video platforms, all supported in OOH, radio and owned channels.
The campaign will run until later in the year, with TV running until October in line with the NRL season.
Client: BWS Marketing
Head of Marketing: Anna Webster
Head of Trade Marketing: Meg Clark
Senior Marketing Brand Manager: Jax Young
Brand Manager: Nicole Zahran
Creative Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Avish Gordhan
Creative Director: Sharon Edmondston
Copywriter: Rubini Gun
Art Director: Jackson Elliott
Craft Designer: Matt Harrington
Integrated Designer: Ryan Donnelly
Group Head: Vanessa Boueyres
Senior Account Director: Helene Ioakimidis
Senior Account Manager: Eliza Whyte
Account Managers: Tim Nguyen & Saskia Meagher
Senior Project Manager: Jemma Marriot
Senior Strategists: Vanessa Graham & Catherine Mellon
Strategist: Oliver Wilson
Head of TV: Loren August
Senior Producer: Colin Tuohy
Senior Print Producer: Greg Hyslop
Production House: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
Line Producer: Victoria Schaw
DOP: Aaron Farrugia
Costume: Steph Hooke
Stills Photographer: Chris Tovo
Editors: Tim Parrington & Jamie Scott
Casting: Daniella Friedman Chameleon casting
Sound: Song Zu & Charmed I’m Sure
Client Partner: Bianca Falloon
Client & Comms Planning Director: Christian Fox
Strategy Director: Jack Rothery
Strategy Manager: Zac Kelly
Client Manager: Amanda Nguyen
Senior Client Executive: Suresh Gurung
Client Executive: Jemma Cairns