The Zoo Republic, M&C Saatchi And Carat Celebrate BWS’ Birthday

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

 




Please login with linkedin to comment

bws Carat M&C Saatchi The Zoo Republic

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]