BWS via M&C Saatchi and Carat has collaborated with Abbie Chatfield and Khanh Ong to celebrate its 21st birthday in an interactive, integrated campaign.
BWS marks its ‘coming of age’ with a birthday campaign in collaboration with Australian reality TV stars, Abbie Chatfield and Khanh Ong.
The integrated campaign, ‘Pay for Hooray’, encourages Aussies to give the bottle shop a shoutout on www.bwsbirthday.com.au for the chance to win anywhere from $10 to $5,000.
“We know that most people don’t care about a bottle shop’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.
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“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.” said Brendan Donnelly, creative director at M&C Saatchi Sydney.
The shout out tasks range from a simple birthday message, a song or dance dedication, to getting mates involved and pulling off a 21 people choir. The Pay-for-Hooray promotion also comes with a $21k cash give-away every week for 4 weeks that can be entered on the microsite.
Dentsu media agency, Carat, led strategy, planning and buying for the campaign. Channels include a screen strategy designed to reach younger Aussies at scale across the month-long campaign and include partners such as Vevo, Twitch, YouTube and BVOD and OOH placements.
Media will also reach people searching for opportunities to make a quick buck, coming to life through partnerships with major gig-economy platforms.
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.
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