BWS Celebrates 21st Birthday With Cheeky Campaign Via M&C Saatchi

BWS Celebrates 21st Birthday With Cheeky  Campaign Via M&C Saatchi

BWS is turning 21, and to celebrate the occasion the bottle shop chain has teamed up with M&C Saatchi and Carat to create a fun video ad.

The somewhat unconventional birthday campaign recognises that customers tend to only care about such celebrations when they themselves can get in on the champagne and cake, so BWS has chosen to pay customers to celebrate in this new integrated campaign.

Titled ‘Pay for Hooray’, the campaign features Abbie Chatfield and Khanh Ong getting some baking done in the kitchen with a cake that reads “Happy Birthday BWS, Money Please!”.

“We know that most people don’t care about a bottleshop’s birthday, but at BWS we are all about celebrating with our customers and team members, which is why we want to have a bit of fun with ours,” BWS head of marketing Anna Webster said.

“For our birthday this year, we are asking our customers to complete a number of birthday tasks and we will reward them with cash so they can celebrate and have their own fun,” she added.

“They say money can’t buy love but $100 cash to make BWS a birthday cake, or $2,000 to get a choir of 21 of your mates to sing in public, will test that theory.” says Brendan Donnelly, creative director at M&C Saatchi Sydney.

Customers who give BWS a birthday shout out on its website have the potential to win between $10 and $5,000, and a larger $21,000 cash give away happening every week for the 4-week campaign.

The shout out tasks can be anything from a simple birthday message, a song or dance dedication, to getting your mates involved and pulling off a 21 people choir.

Carat were responsible for strategy, planning and buying for the campaign, with channels including a screen strategy with partners such as Vevo, Twitch, YouTube and BVOD, plus high reaching OOH placements.

The Zoo Republic led the promotional strategy and execution, capturing birthday wishes via an engaging campaign microsite.

The campaign will also be the first time the refreshed BWS brand identity hits the market.

Check out the fun video here:

CREDITS

BWS

Anna Webster – Head of Marketing

An Le – Head of Brand Marketing

Jax Young – Senior Brand Manager

Charlotte El Baz – Brand Manager

Malina Yi – Brand Manager

Tessa Donnithorne – Marketing Co-ordinator

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

Fransisco Phillips – 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

Director – Tom Spark

Producer – Nick Mutton

Carat

Bianca Falloon – Client Partner

Christian Fox – Client Partner

Zac Kelly – Strategy Director

Amanda Nguyen – Senior Account Manager

Megan Suriadji – Client Executive

Ellishia Maher – Client Executive

Isabelle Bryce -Client Associate

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

Sport & Entertainment, M&C Saatchi

Krystina Frassetto – Managing Director Sports & Entertainment

Saynaree Oudomvilay – PR & Communications Senior Account Director

Florence Fahmy – PR & Social Account Executive




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