SHARON EDMONDSTON
BWS On Demand Delivering Drinks ASAP
When you want drinks within the hour and you can't get out to get them, some would classify that as an 'emergency'.
We launched BWS On Demand nationwide with a campaign that embraced Australia's 'emergency' approach to last-minute drinks. Available from over 340 BWS stores across major cities, including Sydney, Brisbane, Melbourne, Adelaide, Gold Coast, and Perth, BWS On Demand delivers chilled drinks within an hour. The cheeky campaign portrayed the service as a rescue mission, coming to the aid of Aussies who forgot to stock up, missed an occasion, or faced unexpected visitors.
At the time many brands, including NRMA and Westpac were in market with big anthemic campaigns claiming to 'help'. So we used our cheeky brand tone and intentionally played off the other messages in market at the time to reinforce that an 'emergency' can mean many things to Aussies - and poke a little light hearted fun.
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The fully integrated campaign was executed across tv, out-of-home, radio, digital and social.
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Credits
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Agency: M&C Saatchi Sydney
Client: BWS
Chief Creative Officer: Cam Blackley
Creative Director: Sharon Edmondston.
Creative Team: Chris Brailey & Curt McDonald
Director: Max Miller
Production company: Milk