A Win's A Win
Alcohol retail ads have become samey and ignorable - boring packshot, starburst lockups and headlines claiming the deal's better than it is.
So we did the opposite.
The 'A Win's A Win' campaign was refreshingly honest about how getting a deal at BWS feels. It's not the lottery, but it's a win. An everyday win, like… the toast landing butter side up or finding five bucks down the side of the couch. Little wins feel pretty great, right!?
And it worked. On average, 70% of people felt more positive about the brand and 55% shopped at BWS more often as a result of the campaign.
Can’t argue with results like that aye?
Creating a platform this playful allowed BWS to push the envelope and take the piss with more ‘small potato’ activations in-store.
We held a real "Low Budget Lottery" by creating promo cans that we hid in select BWS stores. To keep it low budget we announced it through an explosive (and low budget) social video.
Whoever found a coveted can won a whopping cash prize of five dollarydoos! I mean it’s not a million bucks, but it’s definitely five.