‘Help. It’s what we deliver’ BWS says in bid to position delivery offering as rescue mission
BWS is the latest brand to promise ‘help’ with its ‘Help. It’s what we deliver’ campaign for the launch of its express alcohol delivery service, BWS On Demand.
The series of radio ads were created by M&C Saatchi and are positioned as rescue missions for people who need alcohol in emergency situations.
The campaign is also running across out-of-home, radio, digital and social
BWS’ tagline comes five months after NRMA launched its ‘Help is who are we are’ campaign and four months after Westpac brought its ‘Help. It’s what Australians do’ brand positioning to market.
The Monkeys was responsible for NRMA’s help campaign, while DDB led Westpac’s new brand positioning.
However, BWS’ campaign positions the alcohol retailer as a rescue service which saves Australians from having to get alcohol when the situation is dire.
The radio ads feature a son having to order alcohol after forgetting to buy his dad a Fathers Day present, friends have to buy alcohol for grand final day just as the game starts and a man having to buy extra drinks for a party he is hosting.
Cam Blackley, chief creative officer at M&C Saatchi, said in a statement: “Most of us can relate to a time when the drinks situation has become an emergency. And while it’s trendy for brands to
talk about helping their customers, we’re proud to work with one that delivers it – in about an hour.”
Credits:
- Creative:
- Cam Blackley
- Sharon Edmondston
- Chris Brailey
- Curt McDonald
- Design:
- Nick Williams
- Alex Lloyd
- Production:
- Loren August
- Max Miller
- Milk Production
- Planning:
- Catherine Mellon
- Account Management:
- Vanessa Boueyres
- Cameron Green
- Charlotte El Baz
Linkedin
An ultra convenient, game changing service for the brand matched with the most used tagline of 2018? How unoriginal.
Creative is terribly busy too…
Is there also an undertone of promoting irresponsible drinking or is it just me?
User ID not verified.
I don’t think it’s just an undertone. The idea of using booze as ‘help’ is pretty misguided, and surprising for a business that’s part of the WW empire. The radio makes no mention of ‘help’ so maybe this visual just snuck through as part of the release…
User ID not verified.
It’s me too
User ID not verified.
Me
User ID not verified.
Let’s just calm down shall we
User ID not verified.
FFS, what is going on at the moment!!! More insanely lazy, insipid creative. Westpac, NRMA and now BWS.
User ID not verified.
Westpac, NRMA, BWS
Is… is our industry crying for help?
User ID not verified.
Fresh work from my old mates at M&C. Dumbest bunch of comments here. This is clearly taking the piss and poking fun at the help trend in the indistry.
User ID not verified.