The Zoo Republic, M&C Saatchi And Carat Celebrate BWS’ Birthday
People don’t care about a brand’s birthday – until you pay them that is!
Cheeky, rebellious and a smash hit, the BWS Pay-For-Hooray Birthday promotion shows that not every promotion needs to be easy and instantaneous. Requiring effort can work extremely well and give you an ice-bucket-load of content to keep the party going long after the first clink of champagne. How? It’s all about the perceived chance of winning; the effort required must match the reward being offered.
i
For their 21st birthday, BWS and their long-standing agency village, comprised of The Zoo Republic, M&C Saatchi Sydney and Carat, partnered once again, to run a unique promotion, aimed at celebrating their birthday in an authentic and unconventional way. To enter, anyone over the age of 18 could create content and upload it to the promotional site.
From writing BWS a birthday message, to baking a cake, right through to the Birthday Bonanza (jumping out of a birthday cake in front of a BWS store, signing, dancing, holding a sign and in a birthday outfit) the promotion set tasks for people to complete, video and submit to win cash – with rewards ranging anywhere from $10 to $5,000. All entries into the competition were also entered into the $21k weekly major draw prize.
The response was overwhelming, proving that people really do care about a brand’s birthday, when you pay them to celebrate. With $384k in prizing, the promotion was only live for three days before discussions around adding additional prizes were being had to increase the overall prize pool by 30 per cent.
Exceeding the client’s entrant objective by nearly 100 per cent, so many people wished BWS happy birthday, that we would be able to fill Sydney Harbour’s famous Opera Bar with party-goers, every night for over a year! Creating approximately 51 hours of user generated content, across thousands of videos, BWS now also have access to a bank of assets with which they can share in their social community.
Anna Webster, head of marketing at BWS, said: “To have a choir of 21 people sing us happy birthday in public, to the thousands of BWS birthday cakes that were baked, we were overwhelmed by the amount of birthday love we received and the genuine messages, effort and creativity that was shared. At BWS we are all about bringing the vibes and allowing our customers to celebrate with us, and what better way than to give back to those who have been with us for our young history.”
With The Zoo Republic leading the promotional strategy, M&C Saatchi Sydney leading the brand and creative strategy, creative development and production, and Carat spearheading media, it turns out that the recipe for success is to ask people to bake a cake.
BWS
Anna Webster – Head of Marketing
An Le – Head of Brand
Jackson Young – Senior Brand Manager
Charlotte El Baz – Brand Manager
Malina Yi – Brand Manager
The Zoo Republic
Claire Bezuidenhout – Account Service Director
Emily Richardson – Senior Account Director
Patrick Kenny – Senior Account Manager
Dan McFarlane – Commercial Director, X Collective
Kiel Van Daal – Technical Director, Roilti
Steph Quinn – Client Services Director, Pilgrim
Rae Goode – Account Manager, Pilgrim
M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnely – Creative Director
Laura Brown – Senior Art Director
Tom Bradbeer – Senior Copywriter
Simone Cherry – Design Director, Craft
Matt Harrington – Craft designer
Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Katie Lockwood – Senior Account Manager
Saskia Meagher – Senior Account Manager
Rachael Fraser – Head of Planning
Amy Grant – Senior Strategist
Francisco – Social Media manager
Alison Dunlop – Integrated Producer
James Jamias – Design Director
Ryan Donnelly – Integrated Designer
Ming Chang – Integrated Designer
Soraya Ouzaria – Motion Designer
Kai Faulkner – Motion Designer
William Gembitsky – Motion Designer
Richard Hughes – Senior Retoucher
Matthew Cox – Retoucher
Production Company – Mint Films
Tom Spark – Director
Nick Mutton – Producer
Carat
Christian Fox – Client Partner
Megan Suriadji – Client Executive
Ellishia Maher – Client Executive
Isabelle Bryce -Client Associate
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.