BWS invites Aussies to ‘Play Summer’ as app-driven campaign returns

BWS kicked off the latest edition of  its ‘100 Days of Summer’ campaign, set to run for the next three months.

The ‘Play Summer’ sales promotion includes summer deals and daily giveaways through the BWS app ‘BWS on tapp’. Also returning to the app is a gamified scratch and win promo mechanic with $7 million in prizes.

The BWS On Tapp offers users a one in three chance to win from the prize pool, with merchandise, free products and experiences among the prizes, as well as discounts.

BWS head of brand and customer experience Ken Russell said: “The BWS Cooler delivers a rich consumer experience which we know Aussies will love. It is an integral part of how we invite Australia to “Play Summerwith BWS”.

The campaign has been created by M&C Saatchi, who worked with Endeavour X to bring new features to the app including brand bucks, prize streaks and more.

It aims to build on the brand equity established in last year’s campaign, with Woolworths@Dentsu looking after the media strategy and bringing the platform to life.

Dentsu’s Isobar was engaged to develop and design a series of interactive rich media games throughout the customer journey.

The Play Summer platform will roll out across OOH, radio, press and social, and launches with an ambassador – the Thumbassador – who’ll appear across digital and social channels.

M&C Saatchi creative director Sharon Edmondston said 2020 sees a true evolution of the 2019 campaign.

We took all the best bits from last year and brought a new sharper focus to the app which has been in intense development in the off season,” she said.

“This has opened up opportunities to create tightly honed creative bespoke to channel, resulting in a balance of hard-working retail alongside brand led/brand love creative.

As part of the campaign, BWS has used guerrilla non traditional media to build awareness and engagement with the app in Melton, Victoria.

The suburb was one of many under months of lockdown, with placements creating playable spaces in real life peppered around the town to lead residents towards their local BWS store.



Head of Marketing: Vanessa Rowed
Head of Brand and Customer Experience: Ken Russell
Head of Digital and ECommerce: Luke Calavassy
Senior Brand Manager: Sarah Chegwidden
Marketing Coordinator: Rachel Woodbury
Digital Marketing Manager: Malina Yi

Zoo Republic

Strategy Director – Saskia Lo
Creative Director – Ed Nethery
Digital Director – Dan Ries
General Manager – Tamara Yandell
Senior Account Director – Claire Bezuidenhout
Senior Account Manager – Carly Jellyman
Digital Project Manager – Joan O’Halloran
Senior Digital Designer – Alaska Pak / Stephane Srour
Account Manager – Eva Yates / Shona Williams 


Group Director: Bianca Falloon
Client & Connections Planning Director: Christian Bendelack
National Head of Strategy: Danni Wright
Strategy Manager: Jack Rothery
Planning Manager: Zac Kelly
Account Executive: Jemma Cairns
Associate: Michael Patti


Group Head: Vanessa Boueyres
Innovation Lead: Ben Cooper
Senior Account Director: Helene Ioakimidis
Account Manager: Saskia Meagher
Strategy Lead: Vanessa Graham
Chief Creative Officer: Cam Blackley
Executive Creative Director: Avish Gordhan
Executive Creative Director: Mandie van der Merwe
Creative Director: Sharon Edmondston
Senior Copywriter: Janet Evans
Copywriter: Rubini Gun
Art Director: Matt Corcoran
Craft Design: Matt Harrington
Designer: Jack Farrell
Project Manager: Jemma Marriot
Video Production: Resolution Design
Producer: Sarah Cowen


Head of Operations: Mel Sultana
Client Partner: Emily Taylor-Delplanque
Account Director: Sam Talbot
Executive Creative Director: Bradley Eldridge
Lead Front End Developer: Derek McKenna
Front End Developer: Marek Suchanski
Senior Designer: Stefan Derewianka


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