|WORLDS BIGGEST BEER RUN
|Product / Service
|D02. Use of Branded Content created for Digital or Social
|CARAT Sydney, AUSTRALIA
|M&C SAATCHI Sydney, AUSTRALIA
|CARAT Sydney, AUSTRALIA
|Mandie Van Der Merwe
|Executive Creative Director
This campaign is an excellent demonstration of how a creative idea borne from insight can be brought to life in media to drive tangible business outcomes. Through a media partnership with the Nine network, with pedestrian.tv as the anchor, we were able to develop a content series housed in a bespoke microsite that showcased just "How Convenient" BWS's range actually was. Through amplifying the cut-down versions of the long-form content, media was able to drastically change perceptions of the BWS Brand and range amongst our core strategic audience.
BWS’s “range” perceptions were in decline against key range measures despite launching C1R (Customer 1st Ranging i.e. bespoke range per BWS store based on what locals are drinking in that area) in 2017. BWS had a new brand platform "How Convenient" and a range that was perceived as anything but. Our task; 1) Launch BWS’ point of view on range in a way that makes people reconsider the strength of our offering. 2) Change the perception that BWS has a limited range by educating consumers on C1R and demonstrating the great lengths BWS go to, to get locals the drinks they love. Our measures of success were; 1) Increase 2+ points “Has the right range for me” 2) Increase 2+ points “Is different to other liquor retailers” We were to use the Craft Beer category due to rising popularity.
Our bespoke research uncovered two insights which were used to unlock the idea. 1) Diversity in Australia is something that most Australians are proud of, and they wanted that reflected in the products they bring into their homes. BWS realised their range lacked diversity and this was an untapped opportunity. 2) People associated size of store with size of range. Since most BWS stores are small (when compared to competitors), we knew shifting range perceptions wasn’t going to be easy. The Idea: The most convenient range is one that goes around the world for you.Two Aussies embark on the “World’s Biggest Beer Run” (WBBR) collecting craft beers from far flung breweries. ‘The Rarest Six Pack on Earth’ – a bottle from each destination – would then hit stores for a limited period. This idea raised the bar and was more audacious than anything we had ever attempted.
Using Dentsu's M1Planner we identified the channels that would reach our core strategic audience (P18-39) efficiently and effectively. However, it was clear that to truly bring this idea to life we would need more than a conventional spots and dots approach. We decided a 6-part content series (6x5mins) would be the only way to really take our audience on this journey. After briefing 11 major publishers, we negotiated a convergent deal with Nine Network using PedestrianTV as the anchor. PedestrianTV would house our content series through a bespoke content hub ensuring we would reach our thirsty millennial audience, with the right tone and scale. The series would be hosted by Tai Hara (Home & Away) and Malcom, a “BWS representative” fusing travel adventure, ‘beer porn’ and hero-quest storytelling. Shot ‘internet style’, incorporating drones, while hand-held documentary shots injected energy. Animated maps emphasised the epic scale of the voyage.
The campaign date: 25/08/20 - 19/10/20 and had three phases; 1) Announce Through Instagram Polls we asked people which destinations to visit. The results; Japan, Bhutan, Germany, Poland, Venice, Mexico. We then set off to visit the most unique brewery in each destination. Once we had the results we then announced via a 2 week burst of TV that we were off on the WBBR. 2) Involve We released two full episodes weekly on our bespoke content hub, and amplified cut-downs of the content via Facebook, YouTube,BWS owned social channels and website, plus ptv. We had native content articles on ptv and nine.com.au, and the talent amplified via their own socials. 3) Deliver The campaign culminated in an instore giveaway giving people the chance to grab one of the world’s Rarest Six Packs, which was promoted via native articles, YouTube, PedestrianTV, and radio live reads.
The results that were Unbeerlievable. We shifted how people felt about the BWS brand and their range. • “BWS has the right range for me” increased by 5+ points (from 30% to 35%) • “BWS is different to other liquor retailers” increased by 17+ points (from 20% to 37%) Importantly, our younger audience believed our intentions and felt our range was relevant. • After one campaign, 44% believe BWS go to great lengths to get you drinks, with a 22% uplift in those who strongly agreed • The campaign even translated to foot traffic, with customers who have seen the campaign, visiting us more regularly • 21.8% increase in ‘regular’ store visitation from 27.56 - 33.57% • The worlds rarest six-pack was gone in minutes with queues lined up outside BWS stores!