BWS Brings Convenience To Aussies Via M&C Saatchi Sydney & Carat

BWS Brings Convenience To Aussies Via M&C Saatchi Sydney & Carat
B&T Magazine
By B&T Magazine
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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

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Anna Webster bws M&C Saatchi Sydney Sharon Edmondston

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