The heart of it
When people are in store for less time than a download and onboarding typically take, it’s hard to get their attention to tell them how much more convenience an app can bring to their lives.
Client
BWSExpertise
Creative ConceptCX Strategy
Platform Integration
Prize Negotiation, Management, Modelling and Fulfilment
Promotional Legals, Permits, and Logistics
Behavioural Insight
Summer is Australia’s busiest shopping period. Shoppers’ need-states are in constant flux as they navigate the season’s madness. Tapping into Aussies love of gaming, desire for convenience and the iconic summer accessory, the cooler, we created summer’s hottest download.
Solution
Turn the app into the hottest cooler you could ever have with $30m of prizes up for grabs during BWS’ ‘100 Days of Summer’ campaign.
Accessed exclusively through t’APP, ‘The BWS Cooler’ was a virtual Cooler that invited you to crack it open and win. With a ‘1 in 3’ chance of winning, it had both immediate appeal and a reason to revisit again and again. By tying the redemption to 1-hour online delivery and in-store pick-up, we ensured these convenient and little known services were continually top of mind. Generating over $1.4billion in sales to become the biggest and most successful promotion BWS had ever run.