Marketing Featured ANZ

BWS pays customers to celebrate 21st birthday in new campaign

Sydney, Australia – To celebrate BWS’ 21st birthday, the Australian retail chain of liquor stores has launched a refreshingly self-aware birthday campaign called ‘Pay for Hooray’, featuring Australian radio presenter and TV personality Abbie Chatfield, and MasterChef Australia’s contestant Khanh Ong.

The campaign, which was developed in partnership with M&C Saatchi Sydney, pays customers to celebrate the brand’s 21st birthday. By giving BWS a birthday shoutout on, customers can win $10 to $5,000. The shoutout tasks range from a simple birthday message, a song or dance dedication, to getting their mates involved and pulling off a 21 people choir. It also comes with a mega $21k cash giveaway every week for four weeks that customers can enter on the microsite.

The ‘Pay for Hooray’ campaign’s strategy, planning, and buying were led by Dentsu’s media agency Carat. Channels include a screen strategy designed to reach younger Aussies at scale across the month-long campaign and include partners such as Vevo, Twitch, YouTube, and BVOD, as well as high reaching OOH placements. Meanwhile, the Zoo Republic has led the promotional strategy and execution, capturing birthday wishes via an engaging campaign microsite.

Anna Webster, BWS’ head of marketing, shared that they know that most people don’t care about a bottleshop’s birthday, but at BWS, they are all about celebrating with their customers and team members, which is why they want to have a bit of fun with theirs.

“For our birthday this year, we are asking our customers to complete a number of birthday tasks and we will reward them with cash so they can celebrate and have their own fun,” said Webster.

Meanwhile, Brendan Donnelly, M&C Saatchi Sydney’s creative director, noted, “They say money can’t buy love but $100 cash to make BWS a birthday cake, or $2,000 to get a choir of 21 of your mates to sing in public, will test that theory.”

BWS said that this latest campaign will be the first time the refreshed BWS brand identity hits the market.