Turning a little known app into summer's hottest download.

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

  • Expertise

    Creative Concept
    CX 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.


    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.

    The Results


    App Downloads


    Download target

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