BWS latest integrated campaign by M&C Saatchi Sydney cleverly suggests that if you aren’t ordering alcohol to your door, you are living in the dark ages.
The campaign highlights BWS’s one-hour delivery capability and 30-minute pick-up. The retailer is guaranteeing that if it doesn’t deliver your drinks within the hour, the next delivery is free.
This week saw the launch of the 60-second TVC in line with the creative idea centred around the insight that if you’re not utilising BWS’s convenience, you might as well be living in the dark ages.
Alongside M&C Saatchi Sydney, the retailer shows scenarios in the Middle Ages (BC – Before Convenience) contrasted with a modern BWS character.
Tasked with the media activation, Carat crafted an approach based on Dentsu global research titled the Attention Economy.
This saw media come 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 Handmaids Tale and current reality show Big Brother, along with buys across YouTube and Facebook.
The campaign features across social and digital, with 15-second and six-second videos across Facebook, YouTube, BVOD and other premium video platforms, as well as broader support across 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.
BWS head of marketing Anna Webster said, “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.”
Sharon Edmondston, creative director at M&C Saatchi Sydney, said, “BC (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.”
Credits
Client: BWS
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
ECD: 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 manager: Tim Nguyen
Account manager: Saskia Meagher
Senior Project Manager: Jemma Marriot
Senior strategist: Vanessa Graham
Senior strategist: 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 Im Sure
Media agency: Carat
Client partner: Bianca Falloon
Client and 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
