| Title | YOU WISH FISH |
| Brand | BCF |
| Product / Service | LOYALTY PROGRAM |
| Category | D03. Travel, Leisure & Retail (including e-commerce & restaurants) |
| Entrant | GPY&R Brisbane, AUSTRALIA |
| Entrant Company | GPY&R Brisbane, AUSTRALIA |
| Advertising Agency | GPY&R Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | George Patterson Y&R | Chief Creative Officer - ANZ |
| Brendan Greaney | George Patterson Y&R | Executive Creative Director |
| James Mckeown | George Patterson Y&R | Creative Group Head |
| Joshua Bartlett | George Patterson Y&R | Senior Art Director |
| Gus Cutler | George Patterson Y&R | Account Director |
| Phil Mcdonald | George Patterson Y&R | Group Managing Director |
| Todd Williams | George Patterson Y&R | Operations Director |
| Robyn Dodd | George Patterson Y&R | Agency Producer |
| Rob Hudson | George Patterson Y&R | Chief Digital Officer |
| Ben McConnell | BCF | Marketing Manager |
The campaign directly targeted BCF (Boating Camping Fishing) Club Members using an EDM and a surprise-and-delight offer with a sales incentive attached. An invitation was sent out as an EDM to BCF Club Members with offer and product demonstration video inviting the customer to spend over $50 at their nearest store to get the promo item free. The promo item (You-Wish-Fish) was created specifically for this direct campaign. Club members were targeted because they're high value customers worthy of a surprise-and-delight offer. They were also chosen so we'd be able to track sales against their unique club member numbers. By using their BCF Club Member numbers we could track the response to the campaign simply and accurately.
The campaign began with an EDM to BCF Club Members on inviting them to come in store. The EDM featured an embedded video showing how You-Wish-Fish works and how club members could get it. The offer invited them to spend over $50 to get the exclusive item for free. Once in store, club members found POS display stands full of the You-Wish-Fish product. Then they spent over $50 to get You-Wish-Fish free and used their Club member cards and numbers so we could track it.
The target market are (existing) BCF Club Members, in particular, fishermen. Although BCF stands for boating, camping and fishing, sales of fishing gear adds more the bottom line than the other two segments combined - and then some. BCF's advertising line is - this is living. Their brand promise is all about helping Aussies enjoy the great outdoors. With the help of this direct campaign and You-Wish-Fish, club members got to enjoy a day's fishing, even when they didn't catch a big fish. Like our campaign line says - BCF You-Wish-Fish turns tiddlers into trophies.
The EDM open rate was 22.81%. The click through rate to watch the product demo video from that group was 14.95%. A ratio of one in 228.3 club members who were sent the EDM, reacted to the campaign (opened the email) and came into store. Those customers spent an average of $94.46 exceeding the average basket value of $88 by 7.34%.